Champagne winegrowers take control of marketing

Tuesday April 17 2018 by Vitisphere

Maxime Toubart, chairman of the SGV, surrounded by the board of administrators during the vote.Maxime Toubart, chairman of the SGV, surrounded by the board of administrators during the vote. - Photo credit : SGV

Marketing the Champagne appellation was Maxime Toubart's major focus when he was elected chairman of the Champagne Winegrowers’ Association (SGV) two years ago. His project is now nearing completion. Starting in June, a marketing campaign will showcase Champagne with the strapline ‘Champagne, reserved for all occasions’.

 

Near-unanimous decision

The decision was voted almost unanimously at the SGV AGM held in Epernay this month. “I am particularly committed to this issue," said Maxime Toubart, surrounded by his board of administrators during the vote. “It is sending out a signal that wine producers are reacting, taking charge and grouping together. It is a signal of our capacity to propose and build”. Parisian agency Gad has been tasked with executing the campaign targeting 20-45 year-olds, who see Champagne as a wine drunk mainly on festive and ceremonial occasions.

Our goal is for Champagne to continue to be perceived as an exceptional product but no longer viewed as a product for exceptional occasions," explained Gilles Masson, co-manager of the Gad agency. The campaign will include two seven-day executions, posters on bus shelters and targeted locations, press inserts and digital communications. The budget totals €4 million per year over three years, equating to €12 m.

 

Maxime Toubart, chairman of the SGV, surrounded by the board of administrators during the vote.

 

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