CIVC launches Champagne app in HK

E-learning programme, Champagne Campus is targeted at an emerging younger drinking generation who are developing a taste for bubbles.

Available on IOS, Android and online, Champagne Campus is a new initiative by Comité interprofessionnel du vin de Champagne (CIVC) who is keen to reach a younger and more affluent audience in Hong Kong and China.

Answering four short questions will guide users through the most suitable “training” programme, either “Novices, “Enthusiasts” or somewhat romantically, “Lovers”.

There are five sections to complete regarding regions, vines, winemaking, tasting and AOC classifications before a quiz at the end to test their newly found knowledge.

To aid revision, there are infographics, charts, animations and “interactive games.” Users can also upload a profile and compete against friends.

The free app was launched initially in Hong Kong and is available in English, French and Simplified Chinese with Japanese, German and Russian offered next year as CIVC plans to expand its reach to other key Champagne markets.

“Hong Kong is not yet a Champagne hub”, said Vincent Perrin, Director General of CIVC. “People traditionally saw it as too acidic and not going well with Chinese food. So Hong Kong still remains the 16^th biggest market behind China and Japan, but we are starting to see a new generation of drinkers – the millennials. They’re younger, more affluent and the way to reach them is through mobile technology and online.

“People’s knowledge [in Asia] is actually quite high but this app goes more into the technical details and we can provide more access to more aspects of champagne. If people are unaware of what they are drinking then the Champagne doesn’t add value to them.

“I think in the coming years, Champagne will become very popular in Asia. So we will be there to help newcomers discover the pinnacle of sparkling wines.”