Examination of the process of champagne is explored. Itsdistinctive competences le terroir, mthodechampenoise, appellation dorigine and its sustainablecompetitive advantages supreme product quality and brandnameare discussed. Its marketing success is an example to marketersof other wine products clear positioning, quality, signallingand brand defence simple, yet very poignant.
International Marketing Review – Emerald Publishing
Published: Apr 1, 1991