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CHAMPAGNE
REPORT 07
INTERNATIONAL MARKETS ANALYSIS
EMERGING TRENDS
TRAVEL RETAIL
ON-TRADE
SUPPLIER CONSOLIDATION
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IF THE CHAMPENOIS dared make a dent in their much-demanded and increasingly valuable stock they would certainly have cause to open a few bottles of bubbly this year. Why? Shipments have reached near record levels and September’s harvest proved extremely healthy. All 360 million bottles produced in 2006 will be added to the stocks, some 40m more than the current global demand of 321m bottles.
This ample crop is vital for future growth over the next few years without fear of shortages, although Pat Straker points out on page 8 that some growers are holding back grapes and wine to avoid entering taxation thresholds. An enviable position to be in.
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In the immediate future Champagne houses are capitalising on their product’s international popularity witha push on what one could call added-value lines. The likes of vintage, rosé, blanc de blancs, ultra brut, demi-sec and of course prestige cuvée are all under the marketing man’s spotlight. After all, Champagne has lost none of its celebratory appeal, but it has become relatively more affordable – a result of rising disposable incomes among its key consumers.
New styles, larger formats, single-vineyard versions and top-end blends are, and will continue to enthuse the seasoned Champagne drinker, as well as keeping the all important show in Champagne.
Patrick Schmitt
report editor
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