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Taittinger, Soccer Star Ada Hegerberg, Team Up as World Cup Comes to Champagne

June 19, 2019
Taittinger Comtes de Champagne Grands Crus Blanc de Blancs

The Champagne region has a long history of dominant women players on the grape field, but it also led the rest of France on the women’s soccer pitch. The “Pionnières de Reims,” as they came to be called, were a women’s squad started in 1968; they battled the French Football Federation to recognize the women’s professional game, and after a league was finally created in 1974, these iron ladies of Champagne won five of the first eight championships.

So it’s fitting, then, that Reims’ Stade Auguste-Delaune is seeing action as one of the official venues for the 2019 FIFA Women’s World Cup—Team USA‘s somewhat notorious 13-0 dismantling of Thailand last week went down here—and that a Champagne is the official wine of the tournament.

Taittinger has been a partner and sponsor of all FIFA and World Cup activities since 2013, and for this year’s tourney, the house is releasing a limited-edition brut with a World Cup label, poured at all the host stadiums. There’s also a photo/video campaign, “The Instant when #ShePlays,” starring Norwegian striker Ada Hegerberg, probably the most famous active player in women’s soccer, and definitely, unfortunately, the most famous active player in women’s soccer not playing in the World Cup.

Taittinger has been here before, but this year’s Cup is especially close to the heart and home. Sibling owners Clovis & Vitalie Taittinger are avid fans and have been in the stands during the tourney. “The World Cup is a very important cultural event and moment,” Vitalie told Unfiltered via email. “We really feel at Taittinger that it is our mission to be part of these moments of genuine celebration and emotion.”

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