Jockey Club Racecourses secures deal with First Drinks

Piper-Heidsieck has been announced as the official Champagne partner to Jockey Club Racecourses and will be served in the Champagne bars throughout its 14 racecourse venues nationwide. Charles Heidsieck will be available as a more premium offering, with Rémy Martin, Russian Standard and Sailor Jerry also part of the deal. Victor Lanson, PR and events marketing controller at First Drinks said: "With race fixtures across The Jockey Club's estate taking place all year round, this new partnership is a fantastic opportunity for us to prominently encourage trial of our brands to an appropriate audience. "The deal will further raise the profile of our portfolio, one of the most premium portfolios in the UK drinks industry, and demonstrates our commitment to securing relevant partnerships to build our brands in 2011. "We look forward to working with Jockey Club Racecourses on a wide range of sponsorship and promotional activities designed to support the commercial agreement and to introduce some of our existing customers to the thrill and excitement of racing."