Champagne: marketplace icon. Issue 3 (4th May 2017)

• Record Type: Journal Article
• Authors: Rokka, Joonas
• Is Part Of: Consumption, markets & culture. Volume 20:Issue 3(2017)
• Page Start: 275
• Page End: 283
• Publication Date: 2017-05-04
• Subjects: Marketplace icon -- Champagne -- celebration -- branding -- myth making -- luxury marketing; Consumption (Economics) -- Social aspects -- Periodicals; Consumers -- Attitudes -- Periodicals; Marketing -- Social aspects -- Periodicals; 306.305
• DOI: 10.1080/10253866.2016.1177990
• Languages: English
• ISSNs: 1025-3866

Abstract

ABSTRACT: What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical marketplace icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration? In seeking answers to these questions, this marketplace icon contribution elaborates on what 250 years of avant-garde champagne marketing can tell us about champagne's ever-shifting image and role in consumer culture. I argue that the "imperishable fame" of champagne stems primarily from four epic myth-making moments that not only came to shape a national identity but also modern consumption ideologies in important ways.