Champagne wine, a specific market with distinctive values
"Meeting Franklin Roosevelt was like opening your first bottle of Champagne; knowing him was like drinking it. " as expressed by Winston Churchill in this famous quote it is notably acknowledged that Champagne is the drink to share in precious and memorable moments. Not only does the champagne bubbles escort you in special instants but it is undeniably one of the most prestigious and luxurious drink.
However, we can ask ourselves; why is champagne considered the ultimate Luxury drink? Why do we customarily drink champagne at festive or special events? Who are the main players on this specific drinking market and how do they manage to create the value given to this drink? I will attempt to answer these questions in the following pages by presenting you in a first part the Champagne wine market structure and its main actors, and in second part by understanding the codes and rules used around Champagne wine to create the value and the prestige given to this drink.
1) The Champagne market construction
a) A brief history
Diverse point of views exists as of the creation and provenance of this distinctive sparkling wine. As this is not the purpose of the paper I will allow my self to offer you a brief history that seems to me through my various readings the most outstandingly recognize history of Champagne wine.
It is generally accepted that it is in France that champagne wine, whose name refers to the region that carries the same name, was born. It was first the Romans in the twelfth century who brought vines in the Champagne region. It was during the coronation of the Kings of France in the cathedral of Reims where sumptuous festivals were organized that the wine of the Champagne vines was first drunk. It is probably there that the first association between champagne and high society was made. This light sparkling wine captivated many from Paris to England. But its poor conservation was a...