Thinking outside the box
In the early 1950s, whilst on his first trip to the United States to promote Taittinger champagne, Claude Taittinger met Rudy Kopf, who would later become their partner for the distribution of Taittinger champagne on the other side of the Atlantic. After getting to know each other better, Kopf asked Claude the following question: “In tomorrow’s world, there will only be space for big corporations and artists. Which side will you choose for Taittinger champagne? “. Instinctively, Claude Taittinger replied “The artists! “; thus, setting out the direction in which he would take Champagne Taittinger when he took over as President 10 years later. For three decades, he guided the brand through this journey of elegance and emotion, notably with the inaugurations of both the Taittinger Culinary Award in 1967 and the Taittinger Collection in 1983. In associating the brand with other artistic forms of expression, Taittinger recognises that the art of ‘thinking outside the box’ of tradition is just as important as the excellence and finesse of its wines.