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Wednesday 23 April 2014

Leading by design

6th November, 2003 by db_staff - This article is over multiple pages: 1 2 3 4 5 6 7

"Frankly it took me a while to realise this.  In part because I came from Burgundy.  But also at the beginning, I think it was because I was also very much interested in the wine making process.  This was not necessarily the case at Mommessin.  But to produce a Champagne was a dream for me.

I think however, I have realised now that the marketing aspect is absolutely vital.

But then it has to be accepted by the company, by the family.  It is another new dimension, something new in their framework.  "It will take some time, of course, but it is starting.

I have planted the germ, the seed in the minds and so far I haven’t seen any resistance and we are working towards a gentle transition.  I have learnt that gentle transition is much better you know."

Tied up with Noyelles concept of turning Pol Roger into a marketing led and driven company, is the whole idea of Champagne as a luxury product.

Noyelle is proud of the fact that Pol Roger doesn’t play the discounting game, but worried over the effects other houses’ somewhat cavalier pricing arrangements may have on the category as a whole.

"I think it’s fair to ask the question of Champagne these days, are we really a luxury good? Do you discount luxury goods.  It is a philosophical question for the whole of Champagne.

It’s a rather curious attitude and I think it is a combination of the reduction of volume and market share and I believe those Champagne companies that can resist the lure of such a short term opportunity, should. And in truth it’s not just in the UK; the same thing happens around Christmas time in France too.

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