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Millennial Focus Pays Off For Piper-Heidsieck

August 23, 2019

This year, the brand is projected to reach approximately 80,000 cases in the U.S. "Millennials make up a larger percentage of Champagne drinkers at 36% of U.S. consumers, while other markets are closer to 15%-20%," CEO Bill Terlato notes. "The U.S. Millennial consumer is leading the trend. Millennials are willing to spend more on quality Champagne and consume it differently than their parents have." He adds that Piper-Heidsieck is up about 30% so far this year in the on-premise, which is a key focus for the brand"