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Jean-Pierre Dargent: 'The only way forward for Champagne is through enhanced price points'

Par Vitisphere Le 20 avril 2015
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Jean-Pierre Dargent: 'The only way forward for Champagne is through enhanced price points'
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he co-chairman of the trade organisation for Champagne wine brokers (SPCVC), Jean-Pierre Dargent, is optimistic. Whilst he doesn’t play down the importance of “declining sales in the French market, the leading outlet for growers”, he welcomes the fall in “the cheap prices witnessed in some markets” and, even more importantly, “expanding demand in non-EU countries”. Combined, these two trends have significantly pushed up overall turnover – which now stands at 4.5 billion euros, including 53% in exports – but led to slower volume growth, at 307 million bottles, of which 53% are sold in France. “One thing’s for sure: the only way forward for Champagne is through enhanced price points”, sums up Jean-Pierre Dargent. The target seems an obvious tack to take but it requires investment in the quality of supplies, stresses the SPCVC. The organisation is therefore holding its first trade meetings in mid-April. They are designed to promote its expertise to Champagne wine growers, co-operatives and Houses. For its co-chairman Franck Hagard, they are an opportunity to remind industry members of the role of the wine broker: “We work to promote collective interests on a daily basis, out in the field. We embody the link between the houses and the wine growers. We ensure a quality relationship is established between the two, on an impartial basis, and are also in a position to facilitate traceability from the wine glass back to the vineyard”. Founded in 1941, the SPCVC now has 35 Champagne broker members.

 

[Photo of Jean-Pierre Dargent: SPCVC]

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