Nicolas Feuillatte has become the first official Champagne partner of Cirque du Soleil, hosting luxury guest lounges and “immersive” experiences beginning in September.
The Champagne brand joins Hennessy Black as an official alcoholic beverage partner in an exclusive, multi-year contract. The partnership includes an interactive area called the Champagne Nicolas Feuillatte Lounge where Cirque du Soleil guests will be served Champagne and hors d’oeuvres. The lounge will feature an “immersive” experience, Nicolas Feuillate announced, although details were not provided and the company was not available for comment at publishing time.
In addition to the lounge, Cirque du Soleil will serve Nicolas Feullate Champagne at concessions at more than 800 annual performances in the US and Canada through the year 2020. Shows will include Cirque du Soleil Volta, Luzia, Amaluna and Alegría.
Partnering with Cirque du Soleil is in keeping with Nicolas Feullate’s ongoing campaign theme, “Enchantment Awaits.” Beginning in September, the brand’s marketing campaign will include a new website and visual rebranding in the US.
“Both Nicolas Feuillatte and Cirque du Soleil were founded on the strong ideals of constantly reinventing ourselves and creating moments of awe and inspiration,” said Christophe Juarez, CEO for Champagne Nicolas Feuillatte in a press release.
The US became Nicolas Feuillatte’s largest export market last year, although the brand slipped seven percent in terms of cases sold. A high-profile partnership such as this may aid in brand awareness, especially around emotionally-charged outings like the theater.
While it is the youngest of the major Champagne houses, Nicolas Feulliatte is the fourth best-selling Champagne in the world. The brand has plenty of competition, too. The American market has been the leading export market in terms of value three years running, according to data from Champagne, France.