International Marketing Study Program 2003
Piper Heidsieck visit
16 January 2003
The moment the group stepped into Piper , we knew this visit was going to be memorable. The vibrant red wall draped with dark red heavy velvet curtains, contrasting with slick black blinds, created a unique ambiance that appealed to our individuality and trendiness.
The visit commenced with a typical French styled morning tea, where we had the pleasure of meeting our hosts Dominique Cima Sander - Accueil V.I.P. - and International Sales Manager Antoine Garnier. The group was brought to the Piper-Heidsieck bar that encapsulated the values of Piper, the passion, elegance, innovation and modernity, and where we were briefed about our program for the day.
The group was separated into two where we toured the 2000 year old cellars of Charles-Heidsieck, originally hand-dug by roman slaves. The tour highlights included the exposure to the Piper champagnes, being surrounded by over 500,000 bottles of specific vintage champagne, and the appreciation of the 1970 brut, valued at over 450 Euros. Exiting the cellars was an adventure in itself having to walk up 106 torturous steps, especially for the women in high-heels, and virtually everyone was exhausted once the exit was reached.
Back at the office of Piper Heidsieck, Antoine delivered an extremely insightful presentation about Piper wines, vineyards, champagne and most importantly the Piper brand. While the brand awareness for Piper is relatively low, we were amazed by the depth, elegance and class of their marketing communications strategies and execution.
The highlight of the day was undoubtedly the champagne tasting that transformed the Piper brand to life. Three champagnes were tasted, where the main comments reflected the sweetness, fruitiness and drinkability of Piper's champagnes in contrast to the thick and lingering experience of Charles Heidsieck.
Our visit to Piper then ended with a visit to the Piper shop where everyone left with a red bag synonymous with Piper, and of course a big smile. Overall the visit was more that just a memorable experience. We have discovered the class and the celebration of champagne, that is the lifeblood symbolising French Culture.
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