Champagne, the Hyper Luxury Product
Champagne has been seen as the thing of luxury and most commonly found in celebrations whether it is weddings or on podium at Monaco Grand Prix, the Champagne’s image has been the success. However perhaps this is where brand, which is ‘Champagne’ suffers. In case Champagne is mainly associated with the special occasions then it should alienate large majority of the wine costumers completely on this point. Here lies the problem — the Champagne’s success is its failure. Top brands dominate not just UK market but those in USA or Japan also — names like Veuve Clicquot, Moët et Chandon, Perrier Jouët & Mumm crop up time as best sellers. Prestiges cuvées like Cristal, Dom Pérignon, Krug lead their way in the terms of sales values with rappers like 50 Cent & P Diddy endorsing the products in music, and again ensuring its image of Champagne stays one of success and wealth.
Exclusivity of Champagne & confusion surrounding this name helps an average consumer in their option. As the retailer, there are lots of occasions when I am asked to advise on the ‘Champagne’ for wedding when costumer is talking about the sparkling wine, particularly Cava. In this way, Champagne has now become linked with the celebrations and is used as the ‘catch all’ for both Champagne & sparkling wine. Research show that the Champagne is infrequent purchase in the supermarkets with average of around 1.8 purchases every person, year when opposed to the five purchases every person for sparkling wine as whole. Research as well suggests 60% of the consumers drink Champagne for the social and entertaining reasons and average age of the Champagne consumer is 35 to 64, though there are strong female fans of Champagne in 17 to 24 year old bracket.
