wine
The New Piper-Heidsieck A series of sweeping changes have been made at Piper-Heidsieck, ringing in a new era for the House for which Australians have become increasingly fond of. A new chef de cave and major re-brand may have positioned the House to appeal to a younger and savvy customer, but never at the expense of quality which is taken more seriously than ever before. W o r d s b y Sara Underdown
As Champagne’s most distant market, with a comparatively small population, it would be easy to consider Australia insignificant in the landscape of worldwide sales for France’s finest bubbles. Not so, says Global Executive Director of Piper-Heidsieck, Benoit Collard, who ranks Australia as their number one priority across the globe. Speaking over lunch at Piper-Heidsieck’s headquarters in Reims, Collard says he sees significant potential in recent market developments beyond the success of their entry-level Brut Non-Vintage for which they are best known.
they will remain categories that not many people understand. But there’s a lot of opportunity because people are wanting to know more and try more.” By this, Collard refers to the industry’s published export figures for 2017. In Australia, volume shipped has been largely forged by an insatiable appetite for non-vintage cuvées of which we pop some 22 bottles out of every 25. However, in 2017 this category dropped by 2.4%. Still, volume was up, by almost 16%, but most surprising was value – surging ahead by 23% on the year before. Figures, such as these, highlight Australia’s potential to diversify out of the non-vintage category and into others.
“Last year’s shipments to Australia grew again. The market keeps on growing and you can Collard says he sees significant potential in see a trend. What I like recent market developments beyond the success in Australia is that you of their entry-level Brut Non-Vintage for which can see the market slowly they are best known. growing from a purely nonOpportunities appear particularly strong vintage point of view to more rosé and for Piper-Heidsieck, even with brand vintages,” he says. “Still, it’s small and
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