Over the past decade, Australia has become one of the leading countries for champagne consumption in the world*. We met Samuel Le Douarin, the Australia’s French brand ambassador of the House based in Melbourne.

How did you join Piper-Heidsieck?
After discovering the wine world in my early 20s, I managed to immerse myself in it during my studies at the Burgundy School of Business. It encouraged me to travel around the world to explore the wine industry from top to bottom. Earlier this year, I’ve joined Piper-Heidsieck’s: such a very exciting opportunity to jump at!

What is your job as a Brand Ambassador for Piper-Heidsieck?
My role is to expand our distribution in the on-trade channel (bars and restaurants), to educate professionals and consumers but also to attend specific events where Piper-Heidsieck is promoted. I’m working closely with the great teams of our local distributor Oatley Fine Wine Merchants.

What are the perfect situations to drink champagne according to you? 
Among all wines, champagne is probably the only one that everyone in my family always agreed on drinking all together. Since then, I’ve been accustomed to sharing it with the loved ones whether it would be family, friends or even colleagues. The best situation to drink champagne? Go for a bottle Piper-Heidsieck Essentiel to share with a couple of friends on the seaside at sunset while not forgetting to bring a dozen of fresh oysters as a pairing with it.

How do you think Piper-Heidsieck embodies seduction?

I believe that Piper-Heidsieck’s red colour comes first to my mind because of its many meanings. Red is a feminine colour, it symbolizes passion and is associated with audacity. Yet, the whole history of the House is placed under the label of seduction: I really enjoy explaining to Australian consumers the way the House was built, between boldness and « love » stories. For example, how Florens-Louis Heidsieck decided to found the House for Agathe Perthois, and the way Regis Camus has been making the wines for over 20 years, daring mixtures that no one else has dared before!

How is the champagne’s spirit expressed in the Australian culture?

I think Australians are social animals who perceive champagne as a great medium for interacting with their friends or colleagues after work. Then, I have noticed that Australians are keen on having food experiences that involve champagne pairings.

What are the particular moments during the year in Australia to drink champagne?
Benefiting from its location in the Southern hemisphere, Australia goes through a champagne “madness” at the end of the year. In September, spring kicks in with a more favourable weather allowing us to enjoy champagne outdoors. From October to November, Melbourne horseraces bring many occasions to dress up and celebrate it with champagne. In December, Christmas season is the perfect time for champagne to be offered as a gift or shared with family, friends or even at a corporate party!

*Australia is the 7th consumer nation for champagne in the world.