Firstly, the barometer observes that the French are still very much in favor of the daily glass of wine.They are also increasingly knowledgeable and curious.Whether young or old, respondents say they want to know everything about what's in their glass and where wine comes from.
Focus Champagne
This year, champagne ranks third among alcoholic beverages.Up 3 points on 2019 figures. However, champagne remains an occasional drink, often associated with festivities and special occasions such as weddings and end-of-year celebrations.Champagne is mainly consumed as an aperitif (32%); in 1973, the Comité Champagne reported that itwas " with the dessert of the two main meals that champagne is most often drunk, since 79% of those interviewed in the 1973 SOFRES survey had never drunk it otherwise. " Habits are changing, and it's worth noting that champagne is the only wine that is not only drunk at all times, but also under identical circumstances in every country in the world. Unlike sparkling wines and still white wines, rosés and reds are the mainstays of everyday mealtime consumption.
Whatever the consumer's level of knowledge, Bordeaux remains France's favorite wine region.Burgundy and Champagne follow. The top trio has remained Bordeaux/Champagne/Burgundy for several years now.
France's favorite champagnes
Digital marketing company SEMrush has taken a look at the champagne brands most "googled" by the French between January and September 2020. And it's Ruinart, the oldest French champagne brand, born in 1729, with an average of 41,040 searches per month, and Veuve Clicquot, with 19,490 searches per month, that reach the podium of queries by Internet users in France.
Next in the top 10 are the champagne brands: Collet 8,710, Cattier 7,860, Nicolas Feuillatte 6,410, Tattinger 6,040, Deutz 5,760, Laurent Perrier 5,060, the prestigious brand embodied by Jay-Z Armand de Brignac 5,010 and Bollinger 4,540.
New opportunities
The health crisis has turned brands to new ways of reaching out more directly to their consumers. It' s vital for brands of all sizes to strengthen their ties not only with their commercial partners, but also with their consumers. This is the case for Anne Malassagne of Maison AR Lenoble, who explained in a previous article (" LE NOBLE CHAMPAGNE, CHAMPAGNE LENOBLE ") that she maintains a strong, privileged relationship with these consumers, already at the outset, but even more so since the start of the crisis.
The " Krug Connect " discussions organized byKrug via Zoom enable the champagne ambassadors of the famous House to exchange views with the teams and Olivier Krug in person, all over the world.This is an initiative that would never otherwise have taken place, other than to cross the planet from east to west and north to south to tell the story of "founder Joseph Krug's dream".
France's favorite brand, Ruinart is no surprise, and has been confirmed time and again. In 2019, it was already the most searched-for on the web, and in 2014 "Promise / Panel On The Web" asked 1,605 French people what their ideal champagne was. The survey was based not only on taste, but also on the image they had of it, whether they had already drunk it or not. Ruinart came out on top in all categories (men, women, young people, seniors, etc.). Since the beginning of the crisis, Ruinart has developed its presence on social networks, especially Instagram: " It's a lively, creative platform on which we collaborate with young artists from the contemporary art world. In this way, we work on the brand's image", explains Fabien Vallerian, the brand's art and culture director, to Le Figaro. In 2020, the Reims-based brand also launched its revolutionary"Seconde peau" recyclable packaging made from 100% paper, which won eight awards, including the Grand Prix du Luxe Stratégies 2020.
