Remy Cointreau has signed a UK sponsorship deal with The Southampton Boat Show for its Piper-Heidsieck brand,.

The company announced today (8 September) that Piper-Heidsieck, which is distributed in the UK by First Drinks, will be the sole Champagne supplier for the event, which will feature a branded bar - The Piper-Heidsieck Champagne and Seafood Bar - open throughout the ten-day show.

A glass of Champagne will be offered to visitors who enter the Ladies Day "Dress to Impress" contest.

Victor Lanson, marketing controller for Champagne at First Drinks said: "By propelling the brand to such an appropriate audience at this year's Southampton Boat Show, we hope to encourage increased trial of Piper-Heidsieck.

"At a time when Champagne is going through a challenging time, it is vital to keep the category front of mind with consumers. This exciting sponsorship deal will allow us to reinforce our top-end positioning and is an ideal high profile platform for us to reach our target audience."

The announcement is one of a number of sponsorships the brand has invested in this year. In June the brand sponsored the Concours International des Jeunes Sommeliers as part of a three-year deal.