Champagne industry in France: Competitor marketing and branding strategies
Date
2018
Authors
White, Eryn
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Publisher
Bachelor of Commerce Best Business Research Papers
Abstract
The unique production process of champagne in a northern Appellation D’Origine Contrôlée (AOC) in France, a region called Champagne, generates millions of bottles each year to be distributed worldwide. The history of the champagne in this region originates before the 17th century and as a result, the name ‘champagne’ comes exclusively from this region; producers of sparkling wine outside Champagne, France cannot legally label their wine as champagne. The numerous champagne houses and the Comite Interprofessional du Vin de Champagne (CIVC) are committed to ensuring this high quality product originates here. This paper specifically focuses on the differences between two champagne houses, G.H.Mumm and Veuve Clicquot, outlining their history, location, and unique characteristics; additionally focusing on the similarities and differences in marketing and branding strategies of each house. Veuve Clicquot is a high-quality champagne that maintains the presence of Madame Clicquot, one of the company’s founding members, through many branding strategies such as the Business Woman Awards and distinguishing signs of the house. G.H.Mumm on the other hand prefers to target a potentially new market, focusing their website to first time purchasers of champagne providing them with tips for success and news stories. The two champagne houses are unique in history and sales strategies however apply similar traditional means for production and brand awareness. Altogether the 250km of underground caves, acreage of vineyards, and many champagne houses provides a unique and thriving industry in France.
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Citation
White, E. (2018). Champagne industry in France: Competitor marketing and branding strategies. Bachelor of Commerce Best Business Research Papers, 11, 106–119.