Lukewarm reaction to over-ice bubbly
Published:  06 April, 2007

Piper-Heidsieck Champagne will roll out a serve-over-ice campaign for its Brut NV this summer.

A spokeswoman said the idea , inspired by French "piscine-serve", would initially go into the on-trade . Piper-Heidsieck has designed branded glasses for the drink.

Waitrose Champagne buyer Dee Blackstock MW said: "I guess they're taking a leaf out of Magners' book. If we have another hot summer it is sure to catch on as a trend, particularly in the City.

"However, this is definitely not for me. Why pay through the nose for the end product of those oh-so-expensive grapes, production methods and marketing, and then put water - albeit frozen - into it "

OLN's wine editor at large Tim Atkin MW said: " Why dilute a perfectly good Champagne by adding ice to it?"

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