Champagne: marketplace icon

What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical marketplace icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration? In seeking answers to these questions, this...

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Bibliographic Details
Published inConsumption, markets and culture Vol. 20; no. 3; pp. 275 - 283
Main Author Rokka, Joonas
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 04.05.2017
Taylor & Francis Ltd
Subjects
branding
Brands
Business administration
celebration
Champagne
Consumption
Economics and Finance
Humanities and Social Sciences
luxury marketing
Marketing
Marketplace icon
myth making
luxury marketing
myth making
celebration
Champagne
Marketplace icon
branding
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Summary:What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical marketplace icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration? In seeking answers to these questions, this marketplace icon contribution elaborates on what 250 years of avant-garde champagne marketing can tell us about champagne's ever-shifting image and role in consumer culture. I argue that the "imperishable fame" of champagne stems primarily from four epic myth-making moments that not only came to shape a national identity but also modern consumption ideologies in important ways.
ISSN:1025-3866
1477-223X
DOI:10.1080/10253866.2016.1177990