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Sparkling wine brands go for gold at the Paris Olympics
Ahead of the opening ceremony for the Olympic Games tonight, db looks at how some sparkling wine brands are capitalising on a summer of sport in the French capital.
Although Coca-Cola is an official partner of the games, there will also plenty of fizz coming in the form of sparkling wine brands that will be featuring prominently from now until the Paralympic games conclude on 8 September.
Having previously been Hampshire’s Hattingley Valley, Team GB’s official sparkling wine this time is Nyetimber, with the producer releasing a limited-edition multi-vintage cuvée adorned with the Team GB crest and colours. These will also be gifted to partaking athletes, though post-competition, rather than on the podium.
“At Nyetimber, we proudly champion the best of British and appreciate that just like nurturing our vines and wines takes years of patience and uncompromising attention to detail, the same passion and determination can also be recognised in each Team GB athlete,” commented Nyetimber CEO and owner Eric Heerema when the partnership was announced late last year.
Germany will be continuing its longstanding partnership with Henkell Sekt, with the sparkling wine serving as the official toast at the German House in Paris, the country’s headquarters for athletes, their families, fans and media for the duration of the Olympic and Paralympic games. The German team has had an association with Henkell since 1992, shortly after the reunification of Germany. Additionally, for the first time, there will be a fan zone at the German House with screens broadcasting different events.
Sparkling wine brands are also hoping to reap the benefit of the number of visitors the city will receive, estimated by some to be around 15.3 million, in the form of pop-ups in Paris.
LVMH is one of the official partners of Paris 2024, and has reportedly invested some £150 million into the games, though its recent financial results fell short of expectations.
This summer, part of the LVMH portfolio, Champagne giant Moët & Chandon, has teamed up with two prominent French figures, chef and brand ambassador Yannick Alléno and fashion designer Charles de Vilmorin, on a spot on Rue de Grenelle.
Called Moët in Paris by Allénos, the restaurant, which opened on 1 June and will remain so until the end of the summer. Among the features of the pop-up is a Champagne Happy Hour beginning at 17:43, a time chosen to reference the year of the house’s foundation.
“We’re not just creating meals,” commented Alléno, “we’re crafting memories woven into the very heart of the city.”
The fine French fizz will also reportedly be served in VIP lounges over the course of the games, as alcohol sales are not permitted in the stadia.
To read db‘s roundup of 10 French wines to enjoy during the Olympics, click here.
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