The price of Champagne warrants attention, but not tension

n the issue of ultra-premiumisation as with other topics, “you will not divide us”, stressed David Chatillon, co-chairman of the Champagne wine marketing board CIVC and chairman of the Union des Maisons de Champagne UMC, alongside fellow CIVC co-chair and chairman of the Champagne producers’ organisation SGV, Maxime Toubart. Speaking at Wine Paris, the two Champagne industry representatives defended the collaboration among Champagne companies faced with declining sales. In 2024, 271 million bottles were shipped and revenue came in at below 6 billion euros.

“The short-term issue” involves “paying attention to prices. We know how quickly they can impact volumes”, commented Toubart however, referring to “a share of Champagne enthusiasts [who] are switching to more affordable products. We need to remain a celebratory drink at the right price”. Chatillon added that people should not oversimplify by opposing categories that in reality are more complex – “there is every price point in every product group”. More broadly, he defended Champagne as “a wine of excellence, but also an affordable luxury”. Despite previous increases, “Champagne is still a fairly accessible fine wine”, continued Chatillon, explaining that the price rises were due to inflation – across the entire value chain – production overheads (including environmental efforts) and premiumisation with higher demand for vintage and rosé Champagnes. Toubart, who does not want to see Champagne cornered into a niche market, claimed that the “aim is to remain a celebratory wine” that continues to be “exceptional both for its experience and affordable pricing”.