IS CHAMPAGNE IN THE PANDEMIC DOLDRUMS?

 

Panic is setting in as Champagne sales have plummeted this year, with an anticipated 100 million bottles going unsold, and the future of producers looking very uncertain. Records show that turnover has been reduced by as much as one-third, worse even than that experienced during the Great Depression of 1929, and despite having survived two world wars.    

Within the industry there is little cause for celebration as we see in the new year, and our exit from the European Union. Welcomed by some, but certainly not all. 

However, here in the UK, the news of Champagne’s impending demise may herald good news for us Champagne lovers, as the Wine and Spirit Trade Association (WSTA) predicts that in the UK, more of us will be turning to Champagne as a difficult year comes to an end. Hooray! After all, we have not had much else to celebrate this year. 

It is thought that the impact of the pandemic on the Champagne industry could last for years, and amid Boris Johnson’s claim that the UK will be “the best friend and ally the European Union could have”, I feel that the least we can do is to drink more Champagne.  

We, despite our diminutive size, along with the USA, remain the top export market for Champagne. 

France's Champagne Committee (the CIVC), representing 16,000 winemakers, is launching unprecedented damage-limitation measures as they lose sales. It has imposed a cap on production so tight that record quantities of grapes are to be destroyed or sold to distilleries at discounted prices. Smaller producers are especially vulnerable, and what is particularly galling is that Champagne’s famous grapes could be destined to produce alcohol for hand sanitiser as has already happened in other wine-producing regions such as Alsace. 

Until now, Champagne’s marketing has focused on it being a celebratory drink for parties and weddings. Time for re-evaluation? With few gatherings and festivities being permitted   focus will now be on highlighting the wine’s status as a naturally, and often organically, produced quality drink from a historic French region. Hear, hear! For over 30 years now I have made it my habit (the fluctuating availability of funds permitting) to drink a glass of Champagne every day; it lifts any day from the ordinary to the extraordinary. 

When seeking those bargain buys, I have already noticed a number of good deals available, especially for those ‘premier’ brands which normally go for around £40+. Hence, I have just ordered myself six of the best from Majestic, Laurent Perrier La Cuvée NV at £26.99, a saving of well over £100. 

Morrisons Champagne deals also get the thumbs up, with no minimum purchase, so look out for Veuve Clicquot Yellow Label (£35), Lanson Black Label NV (£25) and Bollinger (£35). 

For online shoppers, Amazon has Perrier-Jouët Grand Brut NV down to £33.75, whilst   

Waitrose has a wide selection available, with the majority of the premium brands on offer at 25% off.   

By comparison, both Tesco and Sainsbury’s appear to be missing the boat at this time of year; their current offerings are less plentiful and with lower levels of discount.  

As we reflect on the events of the past year, it is important to look forward, and to do what we can as individuals to make our lives, and those of our loved ones and neighbours, a little more comfortable in the coming months. Champagne does it for me every time. Here’s to a better 2021 for us all.