Two Wine Experts Detail How Champagne Can Return To The Throne of Bubbly Greatness

 


In case you haven't heard, 2013 was the year in which Champagne lost its top spot to Prosecco as the world's most best-selling sparkling wine. Prosecco repeated the feat in 2014. 
 
For some, the news was a punch in the gut for what is be one of the world's most recognizable brands, while others rejoiced that a cheaper, tasty European alternative was available.
 
For wine experts Lindsay Pomeroy and Liz Thach, the consecutive defeats was a chance to draw up a plan which could bring the iconic bubbly back to the top of the heap. 
 
Earlier this month the duo published the treatise on industry website Wine Business. 
 
Their plan for Champagne's resurgence included four distinct tactics. 
 
“A global economic crisis, changing consumption trends, onerous regulations, and smart competitors are amongst the major reasons that Champagne lost market share,” the authors explained in the beginning of their story.
 
One of the most damaging trends has been the non-Champagne tastes of the youngest generations of wine drinkers, who are looking for non-traditional offerings with affordable price tags. 
 
No matter the foes, the authors said, Champagne can retake the first position through four steps: fully implement the Champagne Plan 2030, convince people Champagne isn't limited to special occasions, target younger generations with relevant branding and provide more educational resources for retailers. 
 
The Champagne Plan 2030 was launched in 2012 by the region's Champagne-house union in an effort to regain market share. 
While some of the changes in the plan have been implemented, bringing to fruition all the plan's proposed changes could give the industry a much needed boost. 
 
“Successful changes have already been made and if Champagne is able to fully implement these positive regulations, it can aid them in regaining market share.,” the authors wrote. 
 
As for when to drink Champagne, most of the world is caught up in the “rare occasion” perception that Champagne is a celebratory drink or is reserved for pre-dinner aperitifs. 
 
Several different producers have added new twists to their marketing campaigns. One company, for example, is branding their bubbly as a drink for every occasion, mood and palate. Another producer has pointed out that their Champagne is great for summer barbecues and cocktails. 
 
Branding is also a key for the younger generation. Companies are trying to connect with new drinkers through apps, redesigned labels and catchy mottos like “I am the After Party.” These efforts should continue if Champagne houses want to stay relevant with the younger generation. 
 
“In conclusion,” the authors wrote, “there are still challenges for Champagne if they want to regain their #1 position as the world’s most consumed sparkling wine, but they are taking some positive steps to overcome these issues.”
 
Photo Credit: Pixabay

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