Champagne brand Moët & Chandon is proudly living up to its lavish reputation with plans to host a series of alcohol-fuelled parties across the world.
The experiences will take place on 11 June, which on the same date in 1967 saw the winner of the Le Mans 24-hour race become the first to spray his champagne across the crowd. Now the brand wants to celebrate that display of decadent celebration in the first ever ‘Moët Party Day'.
Parties will be held at locations including Paris, Hong Kong and Mexico City, as well as Brighton, Leeds, Glasgow and London. The latter activation has been earmarked as the hero 'Now or Neverland party' and will be held at the Grade II-listed Victoria House in Bloomsbury.
Ticket prices for the night soar up to £900 (which includes a champagne package for up to eight people).
Guests can expect 'an immersive, fantastical night of hedonism' across multiple rooms, live DJ sets from Raleigh Ritchie, Becky Tong and Blonde Ambition, and an underground performance that will be hidden somewhere in the building.
Alongside the parties, 150 'impulsive' bottle openings are set to take place across bars and restaurants around the UK.
Moët will also use the festivities to push its Ice Impérial variety. Designed to drink over ice, the recently-launched champagne will be sampled across 60 independent specialists and wine shops across the UK on the same day.
The brand hopes the series will persuade wealthier consumers that 'every second is an experience, and every experience is a #MoëtMoment to live now'.