Viagra is Champagne’s major threat

Champagne's stiffest competition comes not from Prosecco, Cava or English sparkling wine – but from Viagra, according to Pierre-Emmanuel Taittinger.

Speaking at the Reuters Global Luxury Summit last week, the Taittinger chief executive also predicted that Champagne exports to China will outstrip the US within 15 years.

And he expects Champagne sales to rebound this year, aided by the weaker Euro, restocking in the supply chain and surging demand in emerging markets.

‘I am worried about pensions. I am worried about the debt of our countries. We will have less money,’ Taittinger said.

‘But we will always have the time to make love and drink Champagne, and we will do it even more.’

Like most of the major Champagne houses, Taittinger’s sales have been badly affected by the economic downturn, with volumes down 10% during 2009.

But Taittinger said he expected sales to rise 10-20% this year, aided by 40% year-on-year growth in China. Champagne’s only competitor? ‘Viagra’.

‘China is the new United States,’ he said. ‘There is no doubt that it will be a strong market in 15 years. It will be much better than the US.’

And he said that ‘nothing is better’ than a glass of Champagne to help forget the stress and pressures of the modern world.

‘We are an affordable luxury. For one hour we can behave like the Queen of England.’

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Written by Richard Woodard