Is Asia’s Champagne palate changing?

Dominique Moreau of Champagne house Marie Courtin has seen the evolution of Champagne tastes of Asia over the last four years and thinks real change is in the air.

champagne marie courtinSpeaking to the drinks business at the offices of importer l’Imperatrice, Moreau said that she has seen a “big change” in attitudes towards Champagne in the past four years when she first entered the market.

“There’s been a change in the palate,” she explained, adding that on her visits now she meets more professionals than before, professionals that are willing to try new things – particularly her Champagnes which are low dosage and, in one example, vinified in oak.

“I’m surprised to meet people now who are ready to drink wine without dosage,” she continued. “It’s the beginning of something, it’s a market with a changing palate. There’s something new compared to four years ago.”

Education has of course played its part and, continued Moreau, “thanks to that they’re ready to follow trends we see in New York, San Francisco or Copenhagen.”

Moreau has been active in the export market since 2005, explaining that France “wasn’t ready” for the styles of wine she was producing.

Today she sells some 90% of her production to export markets and she sees some other grower Champagne producers in the same boat.

Markets such as the UK, US and Scandinavia as long-established Champagne-loving markets have of course been quick to snap up small production Champagnes and Moreau sees Asia as another market that is perhaps more open to new styles rather than France and its “traditions”.

“New York and Hong Kong are full of different cultures so perhaps it’s more open-minded, yes. People also seem interested that we’re far from the traditional version of what Champagne is. People are in search of new sensations.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Fine Wine Sales Administrator

Davy's Wine Merchants
London, UK

Content Manager (Maverick Drinks)

ATOM Supplies
London, UK

Graphic Designer (NPD)

ATOM Supplies
Tunbridge Wells, UK

Press Officer

Speciality Drinks
London, UK

UK Private Clients Manager

Ditton Wine Traders
London, UK

London Business Development Manager

Maisons Marques et Domaines UK Ltd

Head of Buying - Spirits

Enotria&Coe
West London, UK

Liquid Production Supervisor

ATOM Supplies
Tonbridge, Kent, UK

Sales Account Manager – Cotswolds

Haynes Hanson & Clark
Gloucestershire, UK

Communications & PR Manager

Bruichladdich
Islay, UK

International Bulk Wine and Spirits Show

London,United Kingdom
26th Feb 2018

Spirited London

London,United Kingdom
15th Mar 2018

Prowein 2018

Dusseldorf,Germany
18th Mar 2018
Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more