Champagne: marketplace icon

Joonas Rokka
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Joonas Rokka: EM - EMLyon Business School

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Abstract: 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.

Keywords: Marketplace icon; Champagne; celebration; branding; myth making; luxury marketing (search for similar items in EconPapers)
Date: 2017-05-01
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Citations: View citations in EconPapers (3)

Published in Consumption Markets and Culture, 2017, 20 (3), 275-283 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02313407

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