Champagne: marketplace icon

in Consumption Markets and Culture, 20 (3)

ISSN : 1025-3866

Rokka, Joonas

Voir la revue «Consumption Markets and Culture»

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.

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