Champagne Sales Down In France, Up In Africa

Champagne Sales Down In France, Up In Africa

Champagne has endured a mixed few years with sales dropping by 4 percent in 2012, but France’s Pernod Ricard says the sparkling wine is enjoying growing appeal among consumers beyond Western Europe in Africa, Asia and the U.S., according to a report in Decanter.com.

The French market remained tough for the beverage distiller, the report said.

“Champagne is becoming an international category,” said Alex Ricard, Pernod deputy CEO.

Champagne is a key prong of Pernod Ricard’s emerging markets business in Africa, said Laurent Lacassagne, head of the company’s Scotch whisky and gin business, Chivas Brothers. Lacassagne is former CEO for Europe, Middle East and Africa.

“We are activating champagne brands a little bit everywhere in premium, trendy places in Africa,” he said, citing the cities of Lagos and Johannesburg in particular.