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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
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
