Piper-Heidsieck Champagne, part of the Remy Cointreau portfolio distributed in the UK by First Drinks, is looking to profit from an association with this year's Henley Regatta.

From 1-5 July, Piper-Heidsieck will have positioning at the Phyllis Court Club, which sits on the finish line of the rowing event, First Drinks said yesterday (18 June).

Victor Lanson, marketing head for Champagne at First Drinks, said: "We are thrilled to be involved with Phyllis Court Club this year. Henley is widely regarded as the most premier rowing regatta in the world and is a key highlight in the traditional English social calendar. 

"Associating ourselves with prestige events such as Henley and the Hurlingham Polo provides us with an ideal platform from which to promote the brands and their premium, quality credentials."

The Heidsieck brands recently sponsored the World Polo Series 'Polo in the Park' in London's Hurlingham Park. The deal saw Charles Heidsieck branding shown on the polo pitch and in all VIP areas, with Piper-Heidsieck served in all public bars.