Chronic. Champagne! The year 2021 ends with fanfare and fusion. A new giant of the bubble was born, Wednesday, December 15, with the takeover of the Regional Cooperative of Champagne Wines (CRVC, Champagne Castelnau) by the Center vinicole-Champagne Nicolas Feuillatte (CV-CNF). Called “Terroirs & Vignerons de Champagne”, this grouping of nearly 6,000 winegrowers, validated by the two general assemblies, will exploit 9% of the Champagne vineyard, still far from the areas cultivated by the prestigious houses of the luxury group LVMH: Ruinart, Moët & Chandon, Veuve Clicquot, Krug or Dom Perignon.
The same goes for the bubble sector like other activities, it is consolidating to develop and better export. In gestation for more than a year, this operation is the most important for twenty-five years. Nicolas Feuillate was already leader in France and third in the world by volume. With 24.5 million bottles out of a total production of 300 million in 2021, it aims to reach 300 million euros in turnover and 5% market share by volume. A serious competitor for the other great Champagne, Lanson, Pernod-Ricard (Mumm and Perrier-Jouët), Vranken-Pommery Monopole and Laurent-Perrier. He intends to occupy “The different market segments, by preserving brand equity, focusing on international markets, and without giving in to the pressure of promotions”, he underlines in his press release.
Four years of stocks
The horizon has cleared up for Champagne, and more than expected. He quickly emerged from the health crisis of 2020, which had weighed on sales (- 18% in volume). From Reims to Epernay, smiles have returned to the vines and cellars. If the French market has never recovered from the financial tornado of 2008, when it weighed 62% of sales, exports to the United States, Europe and China have taken over. It is on these sales that producers are now betting, especially the big houses.
Even if the vineyard was hit by frost or mildew in 2021, causing the grape harvest to drop by 30%, there is no danger: more than 1.2 billion bottles are aging in the cellars, or four years of stocks. There are still strong tensions over great vintages, for which producers must manage orders as accurately as possible. And tensions on the sides: labels, wire caps, wooden boxes, cardboard packaging … In this holiday season, it would be a shame to deprive yourself of a wine that the Marquise de Pompadour said mischievously that it was. is “The only one who leaves women beautiful after drinking”.