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Champagne Campaign

Ian Wilson (Staffordshire University Business School)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 February 2005

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Abstract

From the early 1900's the French champagne industry has been ruthless in its political and legal battles to protect the name of champagne whether from usurpation by foreign wine producers or from makers of non‐wine products (www.champagnemagic.com). In 2003 a new weapon was added to the armoury. A consumer advertising campaign incorporating five book mark — sized teasers have posed such questions as “Washington apples from Nevada?” and “Alaska salmon from Florida?” The questions are answered in full page adverts which explain why champagne can only come from Champagne (www.champagne.fr).

Citation

Wilson, I. (2005), "Champagne Campaign", International Journal of Wine Marketing, Vol. 17 No. 2, pp. 75-80. https://doi.org/10.1108/eb008791

Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited