Maxxium UK has lined up an innovative approach to the Piper-Heidsieck Champagne brand in the UK.

The Rémy Cointreau brand, represented in the UK by Maxxium, will be offered in the country as Piper-Heidsieck Piscine, and will contain ice cubes. The move to include ice cubes in a serving has revitalised the cider category in the UK in the last two years, thanks to C&C marketing its Magners brand over ice.

In partnership with Matthew Clark, Maxxium UK will be offering limited edition, red Piper-Heidsieck Piscine stemmed glasses, as well as red Champagne ice coolers and ice buckets. The new glasses are can hold four or five ice cubes and a regular measure of Champagne.

"This exciting new way of enjoying Piper-Heidsieck Champagne over ice is an impressively simple serve and adds a new dimension of luxurious indulgence," said Lindsay Brown, marketing manager for Piper-Heidsieck Champagne at Maxxium UK. "Our marketing campaign will target a wide range of consumers at high profile events this Summer."

Speaking to just-drinks today (23 April), Gordon Muir, marketing manager for luxury brands at Maxxium UK, said: "The aim is to extend the usage of Piper-Heidsieck in the UK to more informal occasions.

"The Champagne category in the UK is buoyant and is still growing," Muir noted.

The new marketing move will be applied to "trendy nightclubs and smart style bars", he concluded.