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Champagne′s Sparkling Success

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 April 1991

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited