Opinions that shape a market

27 August, 2008
Page 23 
Moët & Chandon may be the world's most successful Champagne brand, but its performance shows some surprising variances across different European markets, according to data from Vinitrac Global.

In the UK its position is very strong, with the highest awareness levels of any Champagne brand (82 per cent) and the highest conversion rate (the proportion of people aware of a brand who have bought it in the past six months) of 24 per cent.

In Denmark and Norway, however, only a third of consumers have heard of the brand and only around one in nine of these consumers say they have bought it recently. In part this is due to variance in the market position of Champagne generally, versus other forms of sparkling wine, particularly cava. It could also be to do with local distribution issues.

Richard Halstead

operations director

wineintelligence.com

Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the company’s Danish origins.

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