Piper-Heidsieck has introduced its ‘Drop the Box’ concept to the travel retail channel. The initiative aligns with the house’s goal of reducing the amount of packaging material it uses, by up to 50%, by 2030.
From 25 September to 23 October, ‘Drop the Box’ was supported by multiple activations in Paris Charles de Gaulle Airport: one in terminal 1 and two in terminal 2E. Other airport activations were held in Nice T1 and Geneva T1.
The activations showcased Piper-Heidsieck’s flagship champagnes, Cuvée Brut and Essentiel, without their usual outer packaging. They also shone a spotlight on Piper-Heidsieck’s B Corp certification, and highlighted the company’s ongoing commitment to sustainable development.
Piper-Heidsieck dares to bare
Importantly, for every Piper-Heidsieck bottle of champagne purchased as part of the ‘Drop the Box’ initiative, the house donates €1 to its partner ‘Team for the Planet’, which funds innovative projects to combat climate change.
Team for the Planet funds over 100 projects worldwide, and by 2022 had already reduced over 9 million kg of CO2. Among the projects it supports are Carbon Impact, which extracts carbon from the atmosphere using olivine minerals, and Beyond the Sea, which reduces shipping emissions by using kitesurfing technology to propel ships in the wind.
‘Drop the Box’ aims to help customers re-think their general attitude towards champagne gift boxes. It has already been embraced by domestic retailers including Whole Foods in the US; the Nicolas chain of French wine merchants; and the Galeries Lafayette department store.
“What we want to focus on, is our champagnes,” the house explained. “They are the real gift…so why not simply appreciate what’s inside the bottle?
“Today, our bottles dare to be naked and do without unnecessary packaging,” the company continued. “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.”
In addition to conveying Piper-Heidsieck’s sustainability message, the ‘Drop the Box’ activations were designed to help travellers discover the house’s wider universe and values, through samplings and knowledgeable specialist staff.
“Piper-Heidsieck has a unique vision: remove the box to add a positive dimension,” the house concluded. “Every purchase of a ‘Drop the Box’ bottle contributes to a sustainable future.”