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BUBBLES

cerned. No new technique has been adopted
without the proof it would not change the high
quality and the characteristics of Champagne
wines. Sweet dosage is not new, in the 18th and
19th centuries, Champagne was drunk rather
sweeter than today. 90% of the whole sales is
still « brut » style and « non dose » wines are also
appreciated.
Rosé is more and more appreciated; it stands
now for 10% of total export. Today consu-
mers understand that Champagne is not only
for celebration, the diversity of the styles (due
to blending, dosage, cellarmasters strategies)
makes it adaptable to many situations and
many foods. Another important change over
the last 20 years and for the future is to adapt to
climate change and reinforce our commitment
to sustainable development, 30% of the area is
already environmentally certified and we aim
for 100% in 2030.

What are your main communication acti-
vities and channels in the time, when all
major trade fairs are cancelled or postpo-
ned? How do you address the generations
of Millenials and Hipsters?
This time offers in incredible opportunity to
fasten Champagne growers and houses digital
shift, especially in terms of communication (to
professionals and consumers). Most physical
Food and Wine events and lifestyle events have
been cancelled but virtual trips, e-conferences,
social network stories and webinars have repla-
ced them.
Champagne is an experience to live, thus
some “phygital” activities have emerged, such
as e-masterclasses with at-home bottle delivery
3 major impacts :
about sweet champagne served „on the z bringing Champagne closer to new gene-
rock“? What has changed and what chan- rations, talking with their codes and channels.
ges will remain? z allowing more Champagne local workers
Since its birth, Champagne has always in- to meet their wine professionals and consumers
vented new viticulture and oenological tech- all around the world without travelling
niques and adapted to consumer’s changes, z talking to people outside of major cities
but Champagne has always adhered to its tra- who do not attend physical events in those ma-
ditions as far as quality and specificity are con- jor cities ƅ
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