Champagne is one of the most aspirational and pleasurable drinks worldwide. It not only tickles our palates with its effervescent bubbles but its true essence lies in the way it makes us feel; it symbolises the good life. It is a delicious fizzy alcoholic beverage. It is a luxury. It is a brand. It is a unique terroir and region. It is about craftsmanship. But above all, just as Rolex stands for heroic achievement or Tiffany for love and beauty, Champagne is a symbol of celebration.
It has become indispensable in developed societies and has managed to become intertwined in our lives especially at key social moments. Whether you are toasting on New Year’s Eve, sharing a glass on holiday or christening baby or ship, Champagne is a crucial requirement. In fact, it is so popular that its demand is accompanying more diverse events, perhaps an end-of-the-week treat or a cheeky glass with your dear friends.
Magnums and other large Champagne formats have never been so popular. Their presence and image provide real a sense of theatre to an occasion. The appeal of the larger format is so strong that consumers are willing to overlook the ambitious margins in order to throw a memorable party.
The distinctive pop was once only exclusive to royalty and an affluent elite with high status but now it is a luxury that anyone can afford, although possibly not to the notable excess of Jay-Z or Winston Churchill. However, it can now be consumed anywhere and anytime. It is possibly the only alcoholic drink that can be drunk in the morning without anyone batting an eyelid. But that does not mean that it has lost its sense of luxury and exclusivity.
Thanks to its successful marketing, Champagne retains its power to make us feel special. It is a smart product that delivers emotional benefits to consumers who affiliate themselves to different brands according to the perceived value, status and what each signifies. Great brands establish their essence and emotional value in the consumer’s mind. Above all they inspire us with their mystique and history. So that when we buy a bottle of Champagne, we are being influenced subconsciously by its desirable pedigree and mastery.
The essence of Champagne cannot be captured in one glass, it is an emotional and sensual experience with exceptional story that many wish to be part of. It is one red carpet that you do not need to be a celebrity to be able to walk on.