By Clyde Mooney – editor Australian Hotelier
Prestigious French Champagne Taittinger is celebrating being selected as the official bubbles of the 2014 World Cup, with commemorative activations in Australia through its long-term partner McWilliam's.
Throughout the Brazilian World Cup campaign McWilliam's and the legendary French bubbly are popping the corks with limited edition 3D packaging, and on- and off-premise activations supported by an extensive social media campaign.
The exclusive release design features the official FIFA 2014 World Cup logo and gold 3D football that appear to jump off the label, which is reputedly a first for a Champagne House.
McWilliams hosted an exclusive VIP event to kick-start the football campaign and will operate a themed bar activation in the Atrium Bar at Crown Melbourne, with entertainment and games being screened.
CEO of McWilliams Robert Blackwell paid homage to the ancestry of the Taittinger brand and to the efforts of Australia’s Socceroos.
“Being chosen as the Official Champagne of the 2014 FIFA World Cup (TM) is an immense honour for the great eponymous and independent Family House, Champagne Taittinger,” said Blackwell.
“It recognises the consistent quality of Champagne Taittinger's cuvees, is testament to its reputation of excellence across the world, as well as being an important step towards increasing global brand awareness.”
Despite the Socceroos unfortunate elimination from the competition, the celebration will continue until 13 July, through Facebook and off-premise promotional material.