High acidity not the reason for Champagne’s slow progress in China

Thibaut le Mailloux, communication director of Comité Champagne, has dismissed the idea that high acidity is the culprit behind Champagne’s slow penetration in China and underlined the importance of education to help unlock its market potential.

Speaking ahead of the French GourMay month in Hong Kong, where Champagne is to be the featured reason this year, the trade official revealed Asia has been popping more Champagne bottles compared with 20 years ago (4.3 million in 1996 v.s. 21.4 million in 2015).

The consumption disparity among Asian markets is nonetheless huge. Japan alone represents 11.8 million bottles, the fourth biggest export market for Champagne and nearly four times that of tHong Kong (1.7 million) and China (1.3 million) combined.

Yet explaining the slow growth in China, Mailloux pointed out that educating consumers and encouraging them to discover Champagne’s diversity remains crucial. In addition to brut, consumers who are intimidated by acidity can explore the sweeter range of styles – extra dry and demi-sec cuvées with higher dosage levels.

“Champagne is first and foremost a unique wine region and a unique appellation, but there is a wide diversity of Champagne styles. Asian consumers have yet to discover such diversity, as well as the that of Champagne producers, should they be large or small, growers or houses.

“So, there should be a bright future for Champagne in Asia overall because under the same region name, every consumer will be able to find a wine to match his own taste.”

In terms of education programmes designed for Chinese consumers, he said the committee has launched an e-learning website called ‘Champagne Campus’ and a quiz app in Chinese, adding that most Champagne houses or growers have introduced a Chinese web page as well. In addition to “360° Champagne”, a VR tour of the Champagne hillsides, houses and cellars unveiled at Vinexpo Hong Kong last year, it is also utilising Chinese social media platform WeChat to reach a broader audience.

During the month-long French GourMay event, more than 220 partners – Michelin-starred chefs, restaurants, as well as wine importers and distributors in Hong Kong and Macau – will join hands to honour Le French GourMay 2017 by creating dedicated menus to match with Champagne.

More than 60 different Champagnes including Bollinger, Duval-Leroy, Drappier and Taittinger will be on pour at different tastings.

Throughout the month in May, 30 high-end retail stores including City Super, Watson’s, The Bottle Shop, Ponti Wine Cellars and Enoteca will offer Champagne promotions.

For more information, please visit www.frenchgourmay.com.