Champagne′s Sparkling Success

Abstract

Examination of the process of champagne is explored. Its distinctive competences – le terroir, méthode champenoise, appellation d′origine – and its sustainable competitive advantages – supreme product quality and brand‐name – are discussed. Its marketing success is an example to marketers of other wine products – clear positioning, quality, signalling and brand defence – simple, yet very poignant.

Citation

Sharp, A. and Smith, J. (1991), "Champagne′s Sparkling Success", International Marketing Review, Vol. 8 No. 4. https://doi.org/10.1108/EUM0000000001539