2020, year of the fall of the champagne "house"?

The Champagne industry expects, for this year, a drop in historic sales.

And for good reason: everywhere in the world, champagne is synonymous with parties, celebrations, weddings, reunions. And all over the world, not only did we not have our heads set on the party, but above all, all the celebrations were canceled. 

As a result, in France, sales collapsed by 80%. Ditto abroad, where champagne achieves half of its sales. Not to mention that all over the world, bars, cafes and restaurants have had to close. That's as much sales less. However, they represent a quarter of the outlets for the wine sector. 

As a result, the Champagne industry is counting on a historic drop in sales this year, by a third, or 100 million unsold bottles. This represents a shortfall of 1.7 billion euros. It's huge. 

Yes, but it's momentary. We are in a period of deconfinement, sales should start again, right? 

It is to be hoped, even if, after the moment of euphoria linked to the deconfinement and the reunion in cafes, the economic crisis, the recession and unemployment are not very favorable for champagne sales and celebrations. And so, with all these unsold products, the winegrowers now fear a price war, which means less margin. And then, in the long term, this could damage the image of champagne, seen as a product on promotion. 

At the same time champagne remains very expensive. Many prefer sparkling wines, like Italian Proséco, to make Spritz (in moderation of course). 

Exactly. In fact, champagne was already attacked before the coronavirus. Attacked, indeed by Proséco, this sparkling Italian wine, cheaper, and younger. Because, precisely, champagne suffers on this side a little too ceremonial, which we speak. It is the wine of special occasions, at Christmas, or for a wedding. Basically, it's "parents' wine", a bit old-fashioned.

The industry had just launched a communication campaign to try to rejuvenate its image, with a more uninhibited consumption, in the kitchen, around a hard-boiled egg or a can of sardines. But it is complicated because we must not trivialize the image of champagne, which must remain an exceptional product. 

This is a real challenge for a sector that represents 30,000 jobs, and up to 120,000 seasonal workers. And a sector that generates nearly three billion euros in exports. France does not have much export strength. Champagne is one. And it must remain so.