Champagne puts celebration at heart of 2040 initiative
With an initiative called ‘Champagne 2040’, the Comité Champagne is shifting its perspective from production targets to consumer expectations, db found out earlier this year.
According to David Chatillon, co-president of the Comité Champagne, the question is no longer just how much Champagne to produce, but what kind of Champagne consumers will want in 15 years’ time. “This is a change,” he told db in February.
“In the past, we asked ourselves what we wanted; now we are asking what the consumer wants,” he said, during an exclusive interview in Reims.
That includes everything from taste profiles – sweetness, alcohol levels – to environmental credentials and production methods. It also reflects a broader shift in how Champagne is positioned.
Adapting to new occasions
Historically, the category has adapted successfully to changing habits. Eighty years ago, Champagne was primarily consumed with dessert, reminded Chatillon, pointing out that its transition to an aperitif drink helped secure its global success.
The next adaptation may be just as significant. Central to the 2040 strategy is a renewed focus on Champagne’s identity as a drink of celebration.
In recent years, much of the industry’s communication has emphasised gastronomy and food pairing – important, but arguably secondary to Champagne’s core appeal.
Partner Content
“We want to re-enchant Champagne as a symbol of celebration,” said Chatillon.
The challenge is that the nature of celebration itself is evolving. Formal occasions are giving way to more casual, spontaneous moments – often at home, or in less traditional settings.
A major global event
The industry’s response will include a major global Champagne event planned for June 2027 in Reims. Designed as a large-scale, public-facing showcase, the three-day festival will combine consumer experiences with trade and media involvement.
“It’s about showing the heart of Champagne to the world,” Chatillon explained.
The event will form part of a broader effort to reconnect with consumers and reinforce the category’s relevance. To support this repositioning, the industry is increasing its investment in marketing and consumer engagement. The aim is simple: to reconnect Champagne with consumers and reinforce its role as a symbol of celebration.
About the festival
- Timing: 4-7 June 2027
- Location: Reims, Le Parc de Champagne (formerly known as Parc Pommery)
- About: A 3 day open air event featuring marquees. Free to attend, but with fee-paying events during the festival
- Future: To be run every two years
To find out more about the present state of Champagne and future plans for the region please click here to read the annual Champagne Report by the drinks business.
Related news
Champagne-baiting English wine brand invites public investment
