Prosecco out-marketing Champagne

One of Champagne’s most established producers has warned that if the region doesn’t get its act together it could soon be falling behind Prosecco.

Claude Giraud

Twelfth generation Champenois Claude Giraud has publicly thrown his support behind Champagne’s ‘2030 Initiative’ but believes they need to go further.

In an online interview the owner of Champagne Henri Giraud issued a warning to his region: “If we do not go faster, we will see Prosecco bars flourishing in Champagne.”

While Prosecco sales are not growing in the UK at the expense of Champagne, Prosecco’s year on year growth, 54% compared to Champagne’s 3.5%, is far greater and Giraud puts this down to marketing: “When I look at the marketing initiatives they are currently led by Prosecco.”

Giraud issued a rallying cry to his region: “We are all in the same boat; one terroir, one wine, one appellation.”

He argued the new project, ‘Champagne 2030: A return to excellence’ recently initiated by the Comité Interprofessionnel du Vin de Champagne (CIVC), Champagne’s representative body, was a step in the right direction.

“The 2030 CIVC initiative is important and courageous,” said Giraud.

“It’s a way to recognize that we have lost our excellence,” he said.

But Giraud warned it was not enough: “I think we should go further, faster, stronger.”

He said he had decided to voice his concerns publicly because: “You cannot have everyone doing their own thing.”

And he stressed the region should be focusing on its fundamental strengths of “ terroir” and history.

Giraud 2014 ENG from Benjamin Duvignac on Vimeo.