Putting some fizz into the wine market

When talking about Bordeaux, many Chinese people know it is the most famous luxury wine production and trading base in France. However, when talking about the Champagne region in France, many are unaware that it is the only production region for champagne in the world and its name has been legally protected to prevent other producers of fizzy wine from trading on it.

In China, the red wine market is booming and owning expensive wine is becoming a symbol of good fortune and social status. However, champagne - a unique sparkling wine associated with luxury and power over the centuries - has yet to receive widespread recognition and acceptance by the Chinese.

An employee walks between barrels of Remy Martin Fine Champagne Cognac, laid to age in a cellar at the Remy Cointreau SA headquarters in Cognac, France. However, Champagne - a unique sparkling wine associated with luxury and power over the centuries - has yet to receive widespread recognition and acceptance by the Chinese. [Photo / China Daily]

 

"Compared with red wine, the acceptance of champagne is still limited," said Wang Wei, director of the Comit Interprofessionnel du Vin de Champagne (CIVC) in China. CIVC is the trade organization of champagne in France that oversees the global champagne market. One of CIVC's missions in China is to promote champagne and tell the story behind it to the Chinese.

Currently, the annual output of champagne is about 300 million bottles, of which 150 million bottles are sold globally. Only 1.3 million bottles of champagne were sold in China in 2011, an increase from the 300,000 sold in 2006. Wang said about half the demand for the drink came from Shanghai.

Officially introduced to the Chinese market in 2006, the demand for champagne is increasing gradually. However, market awareness is far below red wine. Most Chinese know Lafite is one of the most expensive red wines in the world but not many people can name the best champagne in the world.

Figures from consulting firm Euromonitor show that a total of 1.3 billion liters of red wine were consumed in China in 2011. In comparison, champagne consumption was only 900,000 liters in 2011.

In recent years, champagne has been increasingly seen at weddings and celebration parties in China. However, in many cases, newlywed couples only pour champagne down an ornate arrangement of glasses for a photo but do not drink it.

"The taste is light and a little bit strange. I think many guests, especially elderly people do not like that cold wine with bubbles," said Liu Hui, a white-collar worker in Shanghai whose wedding ceremony was in September 2012.

"In Western countries, champagne is consumed before meals. However, in China, on the rare occasions champagne is needed, most is drunk in bars and clubs," said Wang.

Many Chinese people believe champagne was developed for ladies and is not suitable for business banquets, he added.

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