The Academy Awards again changed champagne sponsorship as Piper-Heidsieck takes the designation for three years of Oscars, after the bubbly brand held it in 1991-92 and 1999. The French company is known for its brut champagnes.
“After a few years with Moët & Chandon, in 2013 and 2014, Champagne Thiénot ushered ‘Argo’ and ‘12 Years a Slave’ into the American canon,” says a Wall Street Journal article by Marshall Heyman. “This year, Piper-Heidsieck will take over the honors.”
Piper-Heidsick says that it has history of tie-ins with cinema-related partners including the Cannes Film Festival, the Sundance festival and various movies going back to 1933. The beverage marketer made a $10,000 grant to independent moviemakers via non-profit Rooftop Films last year.
It’s obvious that the Oscar sponsorships are strictly done on commercial basis, but sponsor brands get signage and some personal access to the Hollywood crowd. Some 1,500 bottles will be served at the Oscars, Piper-Heidsick says.
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