Competition the French Champagne Market

The competition

We choose to group the champagne producers in four different category :

1) Champagnes which have a traditional and a friendliness image :

The brands:

- Gosset: claims its seniority. The "Charter of Excellence" ensures the quality of wine connoisseurs. Positions on the niche of the tradition and heritage of the land.

- Krug: house of champagne with its creator image (visionary, authentic, full of success). Wine differs with its wine in oak barrels which gives it a unique flavor, very appreciated by connoisseurs.

- Deutz: precise and precious wines that are synonymous with character, elegance, patience, inventiveness, and sharing. The concept of "bottle of champagne" refers to the idea of thoroughness and expertise.

- Canard-Duchene: the authenticity of champagne is the key value. This house highlights its links with Russia (its logo is the crowned eagle symbol of the Russian Royal Family)

- Mumm: challenger position, just behind the larger houses. Its flagship product, the Icon Cordon Rouge, referred to by the red tape and the great officers symbolizes the French luxury. This tape is often used in painting, film, comics (Tintin in particular) as an emblem of champagne. Mumm also emphasizes the association with food, via its "Mumm menus."

- Bollinger: this is the most British of champagnes. Ongoing quest for perfection requirement and elegance. "Special-vintage" champagne is the symbol par excellence of non-vintage champagne.

- Ruinart: culture of excellence, carried by four values (authenticity, quality, refinement and aperture). In addition it claims seniority too. Art is at the service of marketing and communication (exposition in various countries).

- Roederer: "The best of today pushes the limits of tomorrow." This house focuses on its expertise bicentennial. The champagne house is claiming to be one of the last independent and family house. Emphasizes quality and attachment to the land. Its aim: to enrich the tradition; tools: prestige, luxurious simplicity, humility

Conclusion: we see that these champagnes are very elitist; they claim all their excellence, rooted in a heritage whose seniority certify value. We could approach the nobility and aristocracy of centuries past.

2) Champagnes betting on the traditional and festive values:

The brands :

- Piper-Heidsieck: 3rd best selling brand internationally, so one of the market leaders. It wants to be the champagne for parties and beautiful international events, but remains attached to the tradition rather than focus on innovation. Since 20 years, it was the official supplier of the Cannes Film Festival. This is a wine full of courage