Strategies and Marketing of Champagne | Martin Cubertafond

In the world of wine, champagne is a unique case. Highly valued - only 4% of the French vineyard but 20% of its revenue -, it enjoys exceptional notoriety and relies on global brands.

Many points distinguish it from the rest of the market: its sales have seen strong growth since World War II, there is little integration between upstream and downstream, competition is concentrated, and marketing plays a key role. These characteristics make champagne a market in its own right, which requires specific analysis.

This book provides you with the keys to understanding this unique model. Understanding is all the more necessary as champagne is at a pivotal period: the end of volume growth is changing the rules of the game and the major balances of the region, while very dynamic international competitors are developing and shifting the lines.

Martin Cubertafond offers a complete strategic and marketing analysis of the global sparkling wine market, illustrated by more than a dozen case studies on the strategies of industry leaders.