The restaurant chain L’Osteria, which operates over 200 Italian restaurants, offers Louis Roederer champagne from February 9 to 15 for five euros per glass. The bottle price during the promotional period is 37 euros. The founder and managing director of the company, Jacek Trybuchowski, explains the motivation for the unusual campaign as follows: "Champagne is a status symbol due to its high price. However, it should be a symbol of joy for life." The goal of the campaign is to take champagne out of the niche of exclusive status symbols and establish it "as an everyday delicacy with pizza or pasta.".

This is intended to address not only romantic dinners around Valentine's Day but also the trend towards conscious breaks in everyday life ("me-time"). The campaign's role model is guests who treat themselves to a glass of champagne alone for lunch. The promotion runs from February 9 to 15, 2026, at all locations in Germany, Switzerland, and Austria, as well as in six other European countries.

(al; Image: L’Osteria)

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