Top 10 biggest Champagne brandsBy db_staff
We count down the world’s largest Champagne brands according to case sales and consider their performance over the last year.
Moët & Chandon continue to head the list, but the overall tone of 2011 was of volume losses – with Nicolas Feuillatte one of the few brands to notice growth.
Over the following pages is a brief health check of the world’s 10 biggest Champagnes, complete with their latest news, as well as volume sales figures for 2011 and 2010.
This information first featured in the annual Brands Report by the drinks business, released with the July issue.
1. MOËT & CHANDON
Volume 2011: 2,205,000 9l cases
Volume 2010: 2,550,000 9l cases
Change 10-11: -15%
2011 ranking: 1
In 2011 the Royal household gave approval for the Moët & Chandon Diamond Jubilee Impérial bottles – served at the Jubilee Garden Party – to also be made available to the public via selected retailers for the first time.
This allowed the Champagne house to communicate their longstanding Royal connection more widely.
Moët & Chandon was first granted a Royal Warrant in 1893 by Queen Victoria and it was reaffirmed in 1955 by Queen Elizabeth II.
Moët & Chandon created exclusive cuvées for both the Silver and Golden Jubilee celebrations. The new 2004 Grand Vintage Champagne will be launched later this year, joining the 2002, which is currently on the market.
It was recently announced that Moët & Chandon was to become the official Champagne of the Lawn Tennis Association, reinforcing the brand’s association with world class tennis.
This gives the brand significant opportunities at the LTA’s three summer grass court events – the Aegon Championships, the Aegon Classic and Aegon International.
Brand owner: Moët Hennessy
Head office: 20 Avenue de Champagne, 51200, Epernay, France,
Tel: +33 3 26 51 20 20
Brand director: Emelie De Vitis
UK PR: Emma Wellings pr – 020 8747 9592 / firstname.lastname@example.org
Product range: Moët & Chandon Imperial NV, Rosé NV, Grand Vintage
2. VEUVE CLICQUOT
Volume 2011: 1,450,000 9l cases
Volume 2010: 1,600,000 9l cases
Change 10-11: -10%
2011 ranking: 2
This year Veuve Clicquot released its first La Grande Dame since the 1998 vintage. The Champagne house also used the launch event to unveil La Grande Dame Rosé 2004. Chef de cave Dominique Demarville suggested that future vintages could contain a much higher proportion of Pinot Noir.
La Grande Dame is Veuve Clicquot’s prestige cuvée. The first vintage, of which only 6,000 bottles were made, was 1962, and the first to be released commercially was 1966, launched in 1972.
The brand has also tapped into the big events happening in the UK this year. Veuve Clicquot has partnered with the World Duty Free Group to bring the vibrancy of “The Season” to London Heathrow’s Terminal 5.
Travellers visiting the WDFG store can sample a Champagne lifestyle, watching footage of the Polo Gold Cup in the UK, Design Week in Milan, the Polo Classic in New York and Los Angeles and Les Voiles de Saint Tropez in France.
Brand owner: Moët Hennessy
Head office: 13 Rue Albert Thomas,
51100, Reims, France
Tel: +33 26 89 53 90
Brand director: Elsa Corbineau
UK PR: Phipps
+44 (0)207 759 7400
Product range: Brut Yellow Label, Rosé, Demi-Sec, Vintage, Rosé Vintage, La Grande Dame
3. NICOLAS FEUILLATTE
Volume 2011: 800,000 9l cases
Volume 2010: 677,250 9l cases
Change 10-11: +18%
2011 position: 3
With more substantial growth around the world in 2011, Nicolas Feuillatte has become the number three global Champagne brand, and in so doing has achieved unquestioned visibility. It continues to pursue a “premiumisation” strategy.
Since 2009, the Champagne house has worked hard to rethink the brand, launching a new identity in 2011.
However the identity still respects the “brand DNA” the company has built over many years. The new emblem is a compass that reinforces the brand’s slogan: “Epernay-New York-Beyond”. 2011 marked the brand’s 35th anniversary.
Brand owner: Centre Vinicole–Champagne Nicolas Feuillatte
Head office: Chouilly, BP 210, 51206, Epernay Cedex, France
Tel: +33 326 59 55 50
Marketing director: Dominique Pierre
UK PR: Clementine Communications,
+44 (0)20 7471 8730
Product range: Brut NV, Brut Réserve Particulière, Rosé NV, Brut Vintage, Cuvée Spéciale Vintage, Blanc de Blancs, One Four Brut, One Four Rosé, Cuvée 225 Brut Vintage, Cuvée 225 Rosé Vintage, Palmes d’Or Brut Vintage, Palmes d’Or Rosé Vintage
4. GH MUMM
Volume 2011: 639,000 9l cases
Volume 2010: 638,000 9l cases
Change 10-11: +0.15%
2010 position: 3
For the release of R Lalou 1999, GH Mumm worked with John Williams, executive chef at The Ritz, to host a dinner highlighting the unique terroir credentials of the wine.
Six courses with terroir ingredients were matched with R Lalou served at different temperatures, demonstrating the changing flavour profile of the Pinot Noir and Chardonnay grapes at increases of two degrees – against progressively richer and more robust dishes. The seventh course was matched with the Demi-Sec.
The GH Mumm Cordon Rouge Club hosted its fourth annual meeting, celebrated with a sumptuous Champagne-paired dinner from chef Valentine Warner. Members comprise some of the world’s leading adventurers including Sir Ranulph Fiennes, Sir Robin Knox-Johnston, Bear Grylls and Dee Caffari.
GH Mumm was selected by a number of top restaurants in 2011, and seen for the first time in Heston Blumenthal’s legendary Fat Duck, Adam Byatt’s Trinity and the Booking Office Bar at the St Pancras Renaissance Hotel.
Brand owner: Pernod Ricard
Head office: 29 rue du Champ de Mars 51053, Reims, France
Tel: +33 326 49 59 69
Marketing director: Anne-Claire Rodary
UK PR: The View, +44 (0)1483 331 927
Product range: Cordon Rouge, Rosé, Vintage, Demi-Sec, Grand Cru, Mumm de Cramant, Cuvée R Lalou
Volume 2011: 580,000 9l cases
Volume 2010: 557,750 9l cases
Change 10-11: +4%
2011 position: 6
Based in the heart of the region, in Tours-sur-Marne, Laurent-Perrier has a reputation for innovation, with range of Champagnes that have been produced to traditional, time-honoured methods since 1812.
Laurent-Perrier has been celebrating this milestone throughout the year, starting with the Laurent-Perrier Bicentenary Garden at the RHS Chelsea Flower Show, which was awarded a gold medal.
Designer Arne Maynard created a show garden that represented the “art of fine craftsmanship”. The Champagne house held a “Tous les Sens” Masterclass at Taste of London, hosted by leading international florist Ercole Moroni.
Laurent-Perrier will also celebrate its bicentenary with Les Réserves Grand Siècle, a limited edition Champagne in honour of its first prestige cuvée, Grand Siècle.
It will be available in Jeroboams and magnums, and available exclusively at Claridge’s hotel and Selfridges from autumn.
Brand owner: Group Laurent-Perrier
Head office: Domaine Laurent-Perrier, 51150, Tours-sur-Marne, France
Tel: + 33 326 58 91 22
Managing director: Michel Boulaire
UK PR: Wild Card, +44 (0)20 7257 6470
Product range: Brut NV, Rosé NV, Ultra-Brut, Demi-Sec, Brut Millésimé, Grand Siècle, Grand Siècle Alexandra
Volume 2011: 520,000 9l cases
Volume 2010: 508,232 9l cases
Change 10-11: +2.5%
2011 position: 7
Last year, Piper-Heidsieck was acquired by the Descours family and EPI, the private French luxury group. It is hoped the move will secure and support future development of the brand and its international reputation within the high-end luxury category of Champagne houses.
Piper-Heidsieck’s new CEO, Cécile Bonnefond aims to put the brand on the map – it is currently the number three Champagne on the export market and Bonnefond’s objective is for the brand to gain greater recognition. The brand continues to sponsor the UK Sommelier of the Year.
It is also the sponsor of the Elise Trophy, one of the UK’s biggest club motor racing series.
Brand owner: EPI
Head office: 12 Allée du Vignoble 51100, Reims, France
Tel: +33 326 84 43 00
President: Cécile Bonnefond
UK PR: Touch PR, 0870 774 0707
Product range: Cuvée Brut, Rosé Sauvage, Vintage, Rare, Cuvée Sublime
Volume 2011: 464,000 9l cases
Volume 2010: 458,333 9l cases
Change 10-11: 1.3%
2011 ranking: 8
2011 saw the unveiling of a new cellar at Taittinger and the launch of an extensive range of gift packaging and merchandising material for the on- and off-trade including glorifiers, ice buckets and freestanding cooler units which continue to be extended in 2012.
The Champagne house has also formed a link with a new development from Headstart Retail, lead by Gordon Ramsay protégé James Allcock.
The new eatery, 1884 Duck Street Kitchen, is housed in a former rope factory and will serve modern British food, sourcing its ingredients from local suppliers and using seasonal vegetables where possible.
Brand owner: Taittinger CCVC
Head office: 9 Place Saint-Nicaise, 51100, Reims, France
Tel: +33 326 85 84 20
Managing director: Pierre-Emmanuel Taittinger
UK PR: R&R Teamwork
+44 (0)20 7 384 1333
Product range: Brut NV, Rosé NV, Folies de la Marquetterie, Prélude, Nocturne Sec, Vintage, Comtes de Champagne Blanc de Blancs, Comtes de Champagne Rosé, Taittinger Collection
Volume 2011: 410,000 9l cases
Volume 2010: 416,666 9l cases
Change 10-11: -1.6%
2011 ranking: 9
Champagne Pommery is sponsoring Cityscapes, the new garden festival taking place in London’s South Bank over the summer.
To launch the festival, the Champagne house is proud to present a unique “garden in the sky” by award winning garden designer Andy Sturgeon.
For the Edinburgh Fringe Festival, the pop-up Pommery Champagne Café Bar will once again bring festival fizz and sparkle to the city’s iconic Signet Library.
Brand owner: Vranken Pommery Monopole
Head office: 5 Place du Général Gouraud, 51100, Reims, France
Tel: +33 326 61 62 63
Brand director: Sara Hicks
UK PR: Redleaf Polhill
+44 (0)20 7566 6700
Product Range: Brut NV, Brut Rosé, Brut Apanage, Apanage Rosé, POP, Grand Cru Vintage, Dry Elixir, Springtime Rosé, Summertime Blanc de Blancs, Falltime Extra Dry, Wintertime Blanc de Noirs, Cuvée Louise, Cuvée Louise Rosé
Volume 2011: 352,483 9l cases
Volume 2010: 358,500 9l cases
Change 10-11: – 1.6%
2011 position: 5
The brand has commissioned a special project to better understand the UK consumer, striving to deliver what Champagne drinkers are looking for.
Lanson also presented its first category report to the market. Its Champagne guide, the Little Black Book of Champagne, published in 2010 to commemorate its 250th anniversary, continues to gain popularity with consumers.
Launching this summer is an extension to the popular range of Lanson Extra Age cuvées, with a new Blanc de Blancs.
Other new line releases are expected for 2012.
Brand owner: Lanson-BCC
Head office: 66 Rue de Courlancy, 51573, Reims Cedex 2, France
Tel: +33 326 785 050
UK MD: Paul Beavis
UK PR: Alicia Mellish, Stir PR
+44 (0)20 7749 2629
Product range: Lanson Black Label Brut NV, Lanson Rose Label Brut Rosé NV, Lanson Gold Label Brut Vintage, Lanson Ivory Label Demi-Sec, Lanson Extra Age Brut NV, Lanson Extra Age Rosé Brut NV, Noble Cuvée Blanc de Blancs, Noble Cuvée Brut, Nobel Cuvée Rosé Brut
Volume 2011: 211,000 9l cases
Volume 2010: 210,000 9l cases
Change 10-11: +0.47%
2011 ranking: 10
The Perrier-Jouët bicentenary celebrations continued around the world last year, including an event in at Il Bottaccio, near London’s Hyde Park. With the theme of “Living Legacy “, it was attended by Nicole Farhi, Ben de Lisi, Michaela Meazza, Tom Spence, Amelia and Freddie Fox, model Jade Parfitt with Giles Deacon – and Serena Sutcliffe MW.
French Chef Albert Roux orchestrated the gala dinner, joined by nephew Alain Roux, son of Michel.
Internationally, Perrier-Jouët pursued its strategy of visibility and brand experience with the opening last September of the first Perrier-Jouët flagship in Japan.
It has taken up residency with a bar at the Beige Alain Ducasse rooftop terrace restaurant in Tokyo’s Chanel building.
Brand owner: Pernod Ricard
Head office: 28 Avenue de Champagne, 51201, Epernay, France
Tel: +33 326 53 38 00
Marketing director: Anne-Claire Rodary
Public relations: The View
+44 (0)1483 331927
Product range: Grand Brut, Blason Rosé, Belle Epoque Vintage, Belle Epoque Vintage Rosé, Belle Epoque Blanc de Blancs Vintage