Champagne purchasing: the influence of kudos and sentimentality

Abstract

PurposeThe purpose of this paper is to investigate the engagement of Australian consumers when buying and drinking Champagne.Design/methodology/approachThe paper identified seven variables a priori that were expected to influence consumers' decisions and then used exploratory interviews to investigate how Champagne consumers were influenced by these. The authors interviewed Champagne marketers, sellers, educators, connoisseurs and aspirational consumers. The interview protocol allowed respondents to identify other variables.FindingsThe paper identified two new variables that, inter alia, influence Australian consumers in their Champagne selection. These were the kudos that comes from the people they serve or give it to and their sentimentality about previous experiences of Champagne consumption. The two new variables are the focus of this paper.Research limitations/implicationsThe exploratory nature of this research means larger studies are needed to confirm the preliminary findings, particularly in other, non Anglo‐Saxon cultures.Practical implicationsChampagne houses could place greater emphasis on kudos and sentimentality in their marketing campaigns; additionally cultural issues could affect how the two factors operate in different markets.Originality/valueKudos and sentimentality have not been previously emphasised in the wine consumer behaviour literature.

Understanding Australian Wine Consumers’ Preferences for Different Sparkling Wine Styles

“…The words used to describe Champagne include 'expensive', 'celebration', 'quality', 'France' and 'luxury' (Table 3), supporting research indicating that Champagne houses have successfully projected an image of prestige, luxury and exclusivity [48]. Brands such as 'Moët' (19.6%) and 'Chandon' (8.5%), 'Dom (5.4%) Perignon' (4.6%), 'Mumm' (4.9%), 'Bollinger' (4.7%), 'Veuve (4.7%) Cliquot' (2.6%) and 'Krug' (1.8%) were most well-known.…”

Influence of production method on the sensory profile and consumer acceptance of Australian sparkling white wine styles

“…Other studies have focussed on the physical attributes of sparkling wine, such as foam quality (Brissonet and Maujean , Andrés‐Lacueva et al , , Vanrell et al ), effervescence (Liger‐Belair ) and bubble nucleation (Liger‐Belair et al ), or measurement of foaming properties (Condé et al ). Whilst a recent study evaluated the change in the sensory properties of sparkling wines with time (Hood White and Heymann ), consumer and marketing‐related research in the wine science field has tended to focus on table wine, but studies have been published, describing: attitudes of young consumers towards sparkling wine (Charters et al , Thach ); factors influencing consumer preference for sparkling wine, including country of origin and occasion (Schaefer , Charters , Combris et al , Vignes and Gergaud , Culbert et al , Verdonk et al ); consumers' willingness to pay for Champagne (Lange et al ); and the influence of kudos and sentimentality on Champagne purchasing behaviour (Morton et al ). Even those who avoid consuming wine report consumption of sparkling wine during celebrations (McIntyre et al ), ascribing sparkling wine a unique style by context interaction.…”

The different representations of sparkling wine, convergences and divergences between designation in Brazil and France

“…In another side, Brazilian consumers start to have more knowledge and consume more [5]. However, Champagne remains a prestigious product because of his reputation [2,30]. In this sense, results show that in France, a traditional wine producer and consumer have a small dissimilarity between inductors.…”

“…In the case of France, event pétillant being a synonymy of sparkling wine in France, it has differences across then. In another side, Champagne that is often considered a separate category [2], form a cluster with sparkling wine in France. Furthermore, Crément wine is also part of this cluster.…”

“…The Champagne, leader of sparkling wine [1], sometimes considered as a category apart . [2], since its origin, about 1700, has become a known product in celebrations, festivities, end-of-year parties and luxury [3]. Moreover, sparkling wine consumption has ganged marketplace over the word.…”