The future of the champagne brand
DOI link for The future of the champagne brand
The future of the champagne brand book
The Champagne region has arguably been the most effective district in the world at marketing its regional identity and maintaining an exclusive luxurybased positioning. The average price that growers and producers receive is the highest among major wine-producing regions. However, champagne’s position is under threat from a range of sources, some within the region itself, and some without. This chapter commences with a brief background review of the reasons why champagne has gained such a position within the global wine market. The next section focuses on the key threats to the continued maintenance of the champagne brand position, discussing the origin and possible effect of each in turn. The chapter finishes with some recommendations for actions to take to insure that champagne can remain at the top of the wine world in terms of luxury and high-priced positioning.