When the final whistle blows at MetLife Stadium in New Jersey today and the winning team retreats to the locker room, the champagne that gets sprayed across the walls will be Taittinger. The Reims-based house has been the official champagne of the FIFA World Cup for more than 12 years, a partnership now entering its seventh tournament. In that time, Taittinger has quietly become one of the more unusual luxury brand stories in global sports, serving a premium champagne at an event more commonly associated with beer.
For each World Cup, Taittinger produces a limited-edition bottle of its Brut Réserve as an official FIFA licensee. This year, the wine has been served across all hospitality suites and lounges in all 16 host cities spanning the United States, Mexico, and Canada, making it the only champagne poured to the more than half a million fans who will pass through those premium spaces during the tournament.
Excerpt Taken From: Town & Country
Author: Rachel King
