Officially launched in September, Drop the Box is highlighted through activations at select European airports in several shops until October 23
Piper-Heidsieck has launched a new ‘Drop the Box’ concept featuring its two flagship cuvées – Piper-Heidsieck Brut and Essentiel – on the global travel retail market.
Officially launched in September, Drop the Box is highlighted through activations at select European airports in several shops until October 23: three in Paris Charles de Gaulle (Terminal 1 and two in Terminal 2), one in Nice Terminal 1 and another in Geneva Terminal 1.
According to the brand, the strategic activations have been meticulously designed to showcase its prestigious Champagne houses without their usual packaging. The activations play an essential role in conveying Piper-Heidsieck's messages and vision, spotlighting its B-Corp certification, which represents a significant step forward in the company’s commitment to sustainable development.
Promoters guide consumers through the Piper-Heidsieck universe and values, elevating the overall customer experience. They ensure customers not only taste the products, but also understand the key Drop the Box message; that it is the champagne and not the gift box that is important.
For every Piper-Heidsieck bottle purchased through its Drop the Box initiative, the brand donates €1 (US$1.05) to its partner Team for the Planet, which funds innovative projects to combat climate change.
“Today, our bottles dare to be naked and do without unnecessary packaging,” said Piper-Heidsieck. “We have taken environmental issues into account by reinforcing sustainable practices in our vineyards and taking a close look at the impact of our production.
“More than ever, we are committed to doing our bit for the planet. Gift boxes may be nice to look at, but their utility is short-lived. Once the package is opened, it ends up joining another hundreds of millions of tonnes of discarded paper and plastic throughout the world.
“Piper-Heidsieck knows it can do better. Dropping the box is an important first step in the house’s longer-term goal of package reduction.”
Piper-Heidsieck noted plans to reduce all packaging material, including transport boxes, by as much as 50% by 2030.
To truly make a rapid positive change, Piper-Heidsieck took the decision to begin with its flagship champagnes, Cuvée Brut, “the emblematic Champagne of the House,” and Essentiel, which boasts a “precise, accomplished and balanced profile.”
“By shedding the box on these two champagnes, Piper-Heidsieck demonstrates its serious commitment to influencing the market and addressing the problem of over-packaging,” the house added.
“Piper-Heidsieck has a unique vision: remove the box to add a positive dimension. Every purchase of a Drop the Box bottle contributes to a sustainable future. Join us in making a difference and building a more environmentally friendly world.” Piper-Heidsieck presents new ‘Drop the Box’ concept.
