20150119 141312 BRAND TRACKING CHAMPAGNES PJO MiseEnLigne.pptx

champagne, baremoeter, promise, marketing, reimsParis, October 10th, 2014 While end of year celebrations are approaching, will French people forget the current days of crisis with festive purchases? Amongst those purchases associated to celebrations / conviviality, Champagne is on the top of the list. Dedicated to consulting and marketing surveys, Promise / Panel On The Web has interrogated a large sample that is representative of French households (1.605) concerning their habits in terms of champagnes consumption and more particularly concerning the most inspiring champagne brands for French people, the ones that make them dream[1]. The results show that our compatriots still enjoys “bubbles”!

“It’s a pleasure to work on these results. Our national breuvage – acknowledged all around the world – keep on seducing French people, both men and women, whatever the age group. The number of brands but also the choice in terms of prices makes it accessible to everyone, not only upper classes. It’s true that iconic brands (Krug, Deutz, Dom Pérignon, etc.) dominate amongst upper classes while others great values (Veuve Clicquot, Moët & Chandon, Mumm, etc.) are more consensual. But the 1st brand this year is Ruinart in our barometer of the most inspiring champagne brands! A great tribute from French people to the oldest champagne brand. Last, we must underline the good performance from brands that successfully rejuvenate (Nicolas Feuillatte) or use audacious codes (Pommery and its little blue bottle). Having seduced the youngest, they get a very honorable rank in our barometer of French people’s ideal champagne brands.” says Pr Philippe Jourdan, Promise / Panel On The Web, Partner-founder.  


Is champagne luxury product? Well yes, but with a large public as 66% of French people declare having bought at least once, whether for personal consumption or as a gift to offer. We must remember that champagne is exported in more than 190 countries and represent 13% in volumes of the worldwide consumption of effervescent wines (source: Champagne Comity). The diversity in terms of offer and associated prices, and the heterogeneous occasions of consumption (and consequently: consumed volumes) explain that champagne benefits from a wide diffusion.

Champagne confirms its statute: “national monument whose legitimate owners are French people.” confirms Hélène CAPGRAS, founder of Brain for Beauty at Martine Leherpeur, while reading these results.

In average, French people buy 3 bottles of champagne per year. At the same time, this average is masking strong disparities. Though 21% of French people buy 1-2 bottles per year, i.e. very occasionally, 24% buy more than one bottle every two months (i.e. a minimum of 6 bottles per year).


Most of the men who buy at least 6 bottles per year are men (59%), above 55 years old and (almost 6 out of 10) and have comfortable incomes. In 20% of the considered cases, heavy champagne buyers logically belong to upper classes. Amateur of champagne? Yes as 8 heavy buyers out of 10 are also heavy personal consumers, drinking more than 6 bottles per year.


Ruinart is French people’s ideal champagne brand, both amongst men, women, the youngest (18-34) and the oldest (55 years old and above). The brand is ideal / close to ideal for 57% of our interrogated sample vs. only 5% thinking the brand is far from being their ideal champagne brand. A tribute from French people to the oldest champagne brand? “Born in 1729, Ruinart is the first champagne house ever. It started with the intuition of a monk in advance with his time” (source: ruinart.com). For our experts, Hélène Capgras and André Mazal, this result is justified by the fact that “Ruinart is like the secret that everyone knows. A heart of range offer, an image well-balanced between men and women’s values, a champagne both available in several point of sales but also rather discreet”. Last, we must remember that the Chardonnay grape is claimed by the house as the heart and soul of the Ruinart taste, both for its aromatic freshness and great delicacy.

Two brands complete our top 3. Roederer and Veuve Clicquot, both ideal / close to the ideal champagne brand for 48% of our interrogated sample. Roederer is obviously surfing on its more “people” image vs. other icons of its geographical area (Dom Pérignon). Concerning Veuve Clicquot, is that a surprise to notice that this champagne is more appreciated by women than men? We must remember that Madame Clicquot was known as a “major feminine business actor”.  That’s what the brand likes to remind at the occasion of each Veuve Clicquot Businesswoman Awards (42nd edition in 2014).

Besides great values (Veuve Clicquot, Moët & Chandon, Mumm, etc.) or even more iconic brands (Krug, Deutz, Dom Pérignon, etc.) that are ranked at the top of ranking, we also must underline the good position for brands that are more generational and made an important work on initiation and rejuvenation. Nicolas Feuillatte, accessible champagne, less intimidating for the 18-34 years old and Pommery with its festive declinations (“the little blue bottle”) has allowed initiating the youngest to the magic wine with refined bubbles. In the end, those strategies have paid, supporting brands and products with acknowledged quality.


  • Field’s support: Online Access Panel
  • Field’s period: 1st semester 2014
  • Interrogated target: national population amongst adult men and women from our Access Panel. The national representation is ensured on gender, age groups, PCS and geographical areas.
  • Sample’s size: 1.605 respondents
  • Subject: measure of awareness, purchase / consumption habits and inspiring assessment applied to champagnes brands according to French people.


The Promise Group is dedicated to consulting and marketing surveys. It includes the following companies: Promise Consulting Inc., JPL Consulting and Panel On The Web. Promise provides consulting and surveys services with a strong added value.

Based in Paris, New-York and Casablanca, the Group conducts surveys and consulting services all around the world. The Group is allegedly known for its expertise in the measure of brand equity.

Promise has developed innovative methodologies and methods that have been awarded 7 times over the last 10 years by the profession, both in France and abroad. The Group is consulted by the most important brands in luxury, cosmetics and selective distribution, especially concerning their development abroad or on their national market. Besides, the Group has the OPQCM and Social Media certifications.

[1] The inspiring assessment is one of the 18 indexes from a more general model dedicated to the evaluation of brand equity: Monitoring Brand Assets®. Brands are evaluated on a 1 to 7 scale, 1 meaning that the brand is far from being the respondents’ ideal brand, and 7 meaning that it’s very close to the ideal brand. The % of respondent who attribute 6-7 (very close/close to the ideal brand) is subtracted with the % of respondents who attribute 1-3 (very far / far from being the ideal brand). That last result is used to calculate an index that allows ranking brands from the most inspiring to the less aspiring one.



Publié par Philippe Jourdan

Philippe Jourdan, HEC, professeur des universités. J'ai fondé en 2000 avec Valérie Jourdan le premier panel d'Internautes français dédiés aux études marketing en ligne. Depuis, notre équipe reste fidèle à notre engagement initial : renforcer le lien entre les belles marques et leurs clients, partout dans le Monde.

%d blogueurs aiment cette page :