Champagne: A Sustainable Competitive Advantage

Abstract

Champagne is the world′s most prestigious sparkling wine. It can be found on the shelves of every wine store and on the wine lists of quality restaurants all over the world. To many people it is the symbol of celebration, luxury, love, success and pleasure. This image has undoubtedly led to it being seldom the object of serious critical analysis. The history of this unique product, “Le Champagne”, the region of France in which it is produced‐”La Champagne”, and its people, the Champenois, are examined. Analysis is made of the marketing strategies and tactics that have led to champagne becoming one of the most successfully marketed wine products on the international market despite limited production and a plethora of competition from other sparkling wine producers.

Citation

Sharp, A. and Smith, J. (1990), "Champagne: A Sustainable Competitive Advantage", European Journal of Marketing, Vol. 24 No. 4, pp. 18-26. https://doi.org/10.1108/EUM0000000000604