The Business of Champagne

This book provides a thorough exploration of the champagne industry, focusing on its management, marketing, and the unique characteristics of this luxury product.

The world of champagne offers a fascinating insight into the complexity of modern business management and marketing. The Business of Champagne explores how champagne is not just a luxury wine, but a regional brand intricately tied to its origin. This unique positioning highlights various characteristics that make it relevant to contemporary business practices.

This book is the first to provide a comprehensive overview of how champagne as a product is organized, managed, and marketed, along with its future prospects. It delves into the current context of the champagne industry, examining structural, economic, and legal aspects. Additionally, it discusses the significance of 'place' in branding, including identity, terroir, and tourism, as well as the marketing of champagne's mythos, which contributes to its image and competitive advantage.

By focusing on the champagne region, The Business of Champagne sheds light on various management, production, branding, and consumer-related issues. This multidisciplinary approach makes it a valuable resource for students, researchers, and academics interested in Gastronomy, Wine Studies, Tourism, Hospitality, Marketing, and Business. The insights presented in this book will enrich understanding of how a regional product can thrive in a global market.