Loch Lomond Group has partnered with Avolta to introduce its Champagne PIAFF brand into the travel retail channel. The range features three Cuvées – Brut NV, Brut Rosé NV and Blanc de Blancs.

The launch is being supported by a series of promotions at selected UK airports, culminating in a large-scale contentainment activation at London Heathrow Terminal 5.

The Loch Lomond Group acquired Champagne PIAFF in 2021. It is ideally positioned to appeal to a new generation of consumers who have evolving expectations of luxury – and less rigid approaches to consumption – according to the group.

Champagne PIAFF plans to ‘Make Life Pop’

Champagne PIAFF is produced in the heart of Épernay. Its name originated from a dressage move. Accordingly, the brand is at the forefront of many world-famous equestrian events, and sponsors the Longines Global Champions Tour.

The first airport activation to support Champagne PIAFF’s channel debut took place in October, at London Stansted Airport. This event featured a tasting bar and promotional offers.

The next stop in the roadshow was London Gatwick North Terminal. A high-profile promotion will run at London Heathrow T5 for the duration of December.

Loch Lomond Group Managing Director Global Travel Retail Luke Maga commented: “As the second largest global export market for champagne globally, the UK is a key location in Champagne PIAFF’s growth plans.

“We’re therefore delighted to have such a strong partnership with Avolta and a programme of shopper engagement across their UK locations which is set to provide a powerful launchpad in travel retail for this truly distinctive brand.”

Champagne PIAFF Business Development Director Laura Head added: “With our highly anticipated launch into global travel retail, we can’t think of a better way to showcase the brand.

“Our ethos is to “Make Life Pop” and we’ve been working closely with Avolta to bring this to life in eye-catching activations around the UK. Champagne PIAFF is making great strides and has some amazing associations, and our new partnership with Avolta is really helping to cement our position in the category.”

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