A concierge or booker reserves through Prima at a participating account during an active window.
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The Prima Ritual
From Basel through January, every table booked through Prima at a participating account arrives to champagne and caviar the guest didn't order, a welcome surprise and delight. The venue gets a guest it can trace to the person who sent them, and the concierge earns half the booking fee.
Launching
Nov 30, 2026
Accounts
10 signature
The amenity rides with the reservation to the venue.
The venue serves it at the table as a Prima welcome, using product from our champagne and caviar partners.
Two levels · subject to venue input
- Welcome amenity
- A champagne pour and caviar service on standard tables.
- Full bottle and caviar ritual
- On premium tables above a set minimum spend.
Revenue guardrails
- —The table keeps its full minimum spend. The amenity sits on top and never counts toward it.
- —The brands supply the product.
- —Only Prima-booked tables get it, so it never lands on demand the venue already had.
Partners · one champagne house and one caviar partner for the full run
Champagne
Perrier-Jouët or G.H. Mumm (Pernod Ricard), Moët Hennessy, Pommery, Lallier.
Caviar
Arne's, owned by the Diana Ross family, or The Only, Aaron Paul's brand.