Piper-Heidsieck, the iconic and audacious Champagne house, has launched its Code Rouge Edition — a limited-edition gift set designed to turn heads and turn up the celebration.
Encased in a sleek, sculptural red-and-gold package inspired by a vintage fire extinguisher, Code Rouge is joy served with panache. Its eye-catching case design comes emblazoned with a bold invitation: “In case of Champagne emergency, break open case.”
Inside awaits a bottle of Piper-Heidsieck Cuvée Brut, the House’s signature vibrant Champagne. The edition naturally found resonance within the global travel retail environment, where emotion, impulse and visibility play a key role. Both striking and practical, it has quickly become a distinctive gifting option for travellers.
Airport duty-free stores are playing a central role in the evolution of the Code Rouge Edition. Since its launch, Piper-Heidsieck has deployed the concept through high-impact activations in major international hubs, using airport environment as a stage to fully express the edition’s visual power and narrative. Recent activations in London Heathrow and Gatwick, Brussels and Amsterdam have showcased bold merchandising, designed to maximise visibility and drive engagement in-store.
Brussels Airport Activation
Amsterdam Airport Activation
London Gatwick South Airport Activation
London Heathrow Digital Tasting Unit
Most recently, the Code Rouge Edition has been introduced at Singapore Changi airport, marking a significant step in its international expansion. Recognised as one of the world’s most influential travel retail platforms, Changi provides a powerful showcase for Piper-Heidsieck’s creative vision, allowing the brand to connect with a highly international and design-sensitive audience.
Changi Airport Activation
“With Code Rouge Edition, you’re not just giving Champagne — you’re giving a spark, a smile and a reason to celebrate,” says Cécile Vangelisti, Piper-Heidsieck Global Travel Retail Director. “As a value-added pack, it’s a showstopper on the shelf and a scene-stealer at any gathering. When the moment calls for celebration, go rouge.”
Bold. Joyful. Unapologetically festive. In case of Champagne emergency, break open case!
