Palmer, bucking the trend

Monday July 03 2017 by Vitisphere

In Champagne, there should only be fine wines and high-value wines”, claims François Demouy, communications manager with Palmer & Co. After implementing a value creation strategy six years ago, the brand now works primarily in Horeca channels. It also focuses on export markets which account for 60% of volumes and where “we have not stopped investing anywhere”. Demouy’s statement is intended to set the brand apart from other Champagne names. In England, after the Brexit referendum, sales “dropped slightly in volume before regaining in value. The return to growth can also be ascribed to recruiting new clients”. Demouy stresses that the Champagnes that are suffering are those that retail in supermarkets. Similarly, Palmer’s leading market is not Great Britain but Sweden, which probably gives the company some economic resilience in the post-Brexit era. “The English market is mature and consumers are moving away from their traditional brand habits and searching out some real gems. Wine grower and proprietary brands are well-suited to supplying specific products”, says Demouy.

A comprehensive range

With its 200-hectare vineyard located mainly on the Montagne de Reims and its four pressing facilities, Champagne Palmer is entirely geared to this type of demand. Boasting a storage capacity of 17 million bottles in its 7 kilometres of underground galleries, Palmer in fact only stocks 4 million bottles. In addition to its standard range – the Brut Réserve, the Extra Réserve, the Rosé Réserve, the Blanc de Blanc, the Blanc de Noir and one Vintage Champagne, currently the 2008 – the company owns a marketable collection of wines dating from 1979 to 1999. 

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