5 reasons why Champagne remains optimistic for 2024

This week at a press conference held at Wine Paris & Vinexpo Paris, David Chatillon and Maxime Toubart, co-Presidents of the Comité Champagne, expressed their optimism for the future. Collectively, Champagne winegrowers and houses have taken strategic decisions and have launched numerous projects to ensure balance within an appellation that continues to sparkle across the globe. Initiatives include the commitment to regulation and social responsibility, the introduction of a new framework for contractual relations between winegrowers and houses, an increase in the reserve level, as well as the construction of Qanopée and a new research and development centre in Epernay; all of which bear witness to the industry’s ongoing commitment in ensuring Champagne remains desirable, available and exemplary.

1) A committed and responsible industry

To address the challenges linked to the employment of grape-pickers, Comité Champagne has asked public authorities to severely condemn the unacceptable behaviors that occurred during last year’s harvest.

It has also launched a strategic plan for the following four pillars:

Accommodation;
Working conditions, health and safety of harvesters;
Securing the supply of service providers; and
Facilitating recruitment.
Initial progress will be shared before the 2024 harvest.

“We are committed to providing a better framework during this crucial period, and to dealing with the fundamental issues. The aim is to ensure the smooth running of the harvest, which mobilizes 100,000 grape-pickers every year,” says Maxime Toubart, President of the Syndicat Général des Vignerons and co-President of the Comité Champagne.

In addition, the contractualization agreement governing the Champagne grape market has been renewed for a 5-year period. It secures market supply and consolidates the sharing of value.

2) An innovative industry

Champagne has a long-standing tradition of innovation, adapting to new challenges and evolving climates.

As part of the national plan to combat vine decline, the Comité Champagne is continuously involved in fighting against new diseases, including the flavescence dorée, and has equipped itself with tools to ensure the long-term survival of the vineyard, and preserve the distinctiveness and excellence of Champagne wine:

Construction of an “insect-proof” greenhouse: This new-generation greenhouse, built as part of the QANOPÉE project including Champagne, Beaujolais, and Burgundy wine-growing regions, is designed to secure the production of vine plants in north-eastern France. Inauguration is scheduled for summer 2024.

An expanded research, development and innovation centre at the future Maison de la Champagne in Epernay. Announced last year, construction is just about to begin. This centre will reinforce the industry’s initiatives for quality and sustainable development, with state-of-the-art equipment.
Raising the reserve level: a crucial tool for regulating Champagne production, the reserve enables a portion of the wines produced during good harvests, to be kept for future use in any deficit years. To guarantee a stable marketable yield each year and further improve the resilience of the
sector, the reserve level has been raised from 8,000 kg/ha to 10,000 kg/ha.

3) A strong appellation

For over 120 years, winegrowers and Champagne houses have been working together to protect the appellation and ensure its worldwide influence.

In line with ambitions to expand its network of embassies around the world, a new Champagne Office will open in Stockholm next April, representing the industry in the Nordic countries (Sweden, Norway, Finland, Denmark). It will be the local point of contact for media, wine professionals, importers and government authorities in Scandinavia. This expansion is justified by the growing importance of these markets, with demand steadily rising over the last ten years (+67%).

Wine professionals around the world express a strong enthusiasm for Champagne. A recent qualitative study revealed their deep emotional connection with the product, highlighting its unique character. To further cement their connection to the appellation, training is crucial. That’s why the Comité Champagne is launching “Champagne Education”, a comprehensive, certified programme designed to train wine professionals and reinforce their role as ambassadors. This programme is already being rolled out, in partnership with renowned schools around the world (including the Ecole du Vin in Paris, the Napa Valley Wine Academy in the USA, the Cordon Bleu in UK and the Deutsche Wein und Sommelierschule in Germany).

Finally, the battle for recognition and protection of the Champagne appellation continues. In 2023, after several significant wins against misuses of its name – notably in Canada and Italy – Champagne was granted “notorious name” status in China, a first for a foreign appellation in China. This proves to be a huge step forward, providing further protection against any fraudulent use of the name Champagne, for any product, including any writing in Chinese characters.

“The continued investments and commitments we are making for the industry’s resilience are an absolute priority to give us the means to ensure long-term market balance, as well as ensure that Champagne remains an exceptional wine,” comments David Chatillon, President of the Union des Maisons de Champagne and co-President of the Comité Champagne.

4) Champagne remains THE benchmark

Champagne remains an undisputed benchmark for consumers. According to an IPSOS study in 2023, Champagne still embodies luxury, prestige and elegance. Consumers associate this wine with unique memories and emotional connections, making it the ideal choice to mark important moments and special occasions.

5) Renewed consumption and markets

The final reason for Champagne’s optimism lies in the renewal of consumption and markets.

Confined to “non vintage brut” for a long time, consumers are now looking for greater diversity in blends and dosage.

Demand for rosé Champagne abroad has increased 5-fold in 20 years. By the end of 2022, it represented over 10% of export sales, with 20 million bottles.

Low dosage wines (extra brut and zero dosage) are also on the rise, with volumes increasing almost 70-fold in the space of 20 years (6.4 million bottles exported in 2022).

Exports now account for almost 60% of total sales (171.7 million bottles), compared to 45% ten years ago, but many markets remain to be conquered. While 80% of Champagne is still sold in 8 countries, new markets such as Canada, South Africa and South Korea are showing growing interest in Champagne and have recorded remarkable growth in recent years.
Sustainability Update

With the Champagne region located at the northernmost portion of prime grape-growing latitudes, growers have spent more than a century thinking about climate and its impact on weather. As the world grapples with climate change, it’s no surprise Champagne is at the leading edge of sustainability practices.

Champagne in 2003 became the first wine-growing region in the world to conduct a carbon footprint assessment, identify the main sources of emissions, and enact a plan to curb those emissions. Since then, Champagne producers have cut CO2 emissions generated by each bottle of Champagne by 20 percent. The region aims to achieve Net Zero Carbon by 2050.

While honoring our traditions, Champagne also embraces the science of viticulture. Over the years, that has meant adopting new techniques to protect our vines from disease, create optimal yields, and husband our resources. The region is experimenting with soil management, growing practices, vine spacing, grape ripening, harvesting techniques and fermenting practices to prepare for the effects of climate change.

In 2014, the Champagne region planted new varietals to determine how they would fare in an era of extreme weather. Comité Champagne is continuing to evaluate these varietals to ensure the quality and yield meets the high standards for which Champagne is known, a process that takes at least 15 years. If new varietals are chosen, they will need to be registered in the French catalogue of vine varietals and added to the Champagne protection denomination of origin specifications.

The Comité Champagne Announces 10 Year Investment Plan

The Comité Champagne today lifts the veil on the sector’s plan for the next decade, defining a global trajectory to face the challenges of the next 10 years. The main objective of this plan is that Champagne is always available, always desirable and always exemplary. In addition, the Comité Champagne will increase its annual budget by an additional €10 million ($10.72 million), which will be invested in areas including R&D, the sustainable development of the Champagne industry and strengthening its foundational missions.

Champagne Remains the Standard

The results for 2022 confirm the overall dynamism of the Champagne market, with 326 million bottles shipped globally in 2022 (up 1.6% from 2021). Champagne has quickly recovered from the shock of the 2020 health crisis and unquestionably retains the unique place that it holds in the hearts and minds of consumers.

An Interprofessional Committee that Meets the Challenges of Tomorrow

However, the vineyards are fragile; they suffer from unpredictable weather patterns and the development of diseases that cause the vines to wither, such as flavescence dorée, which has been referred to as the 21st-century phylloxera. Faced with these new challenges, and because the power of Champagne is based on the collective efforts of the industry as a whole, the Champagne winegrowers and houses once again take their destiny into their own hands.

A Revamped Research, Development and Innovation Center

To meet the challenges of production and quality, the Champagne sector will be equipped with a new center of research, development and innovation. This new site, which will be launched by 2025, will increase the surface area of the existing laboratory by 40%. It will also contain state-of-the-art equipment, including a new resized fermentation room/experimental cellar, a new tasting room twice as large as the existing room, and a new one-hectare experimental platform.

Preparing the Viticulture of Tomorrow While Preserving the Character of Wines in a Changing Climate

Grape varietal research is a strong tool for adapting to climate change and a response to societal expectations for the reduction of phytopharmaceutical products. In response, Champagne joined the INRAE varietal innovation program in 2010 and created its own regional program in 2014.

To sustain the availability and quality of its wines, Champagne is experimenting with new varietals, researching new techniques to combat the various forms of decline in the vineyard, defining new soil maintenance protocols, and implementing new oenological strategies to anticipate the effects of climate change while also meeting the requirements of the agroecological transition.

An Ambitious New Sustainable Development Plan Towards “Net-Zero Carbon” by 2050

Champagne has been at the forefront of sustainable development in the wine industry. In the 1980s, the Comité Champagne began work on wastewater treatment, biological control in the vines and vineyard zoning. The Champagne sector has fought against a changing climate and adapting to new conditions is a key priority. As such, the sector is particularly proud of its results to date: 100% treatment of wine effluents and more than 90% of industrial waste, a 20% reduction in the carbon footprint per bottle since 2003 and 63% of the vineyard areas receiving environmental certification (with a target of 100% certified by 2030).

That said, this plan must also reinforce the economic and social ambitions of Champagne. These ambitions go through improving the resilience of the sector, its workforce and the attractiveness of the region.

“It’s not just about responding to changing consumer demands, it’s about ensuring the productivity and sustainability of the Champagne vineyards, designing and promoting a viticulture in balance with the ecosystem and producing a sufficient quantity of quality grapes” said Maxime Toubart, President of the Syndicat Général des Vignerons and co-president of the Comité Champagne. “This is the goal of our industry plan and the course which we are setting for ourselves.”

The plan also aims to strengthen the training mission with the establishment of a large, coherent and impactful education ecosystem, with the goal of being recognized as the gateway and key player in Champagne training and education.

Today, Champagne has offices in 10 of its largest export markets, including the United States, which are responsible for promoting the appellation in their respective countries. This network of Champagne embassies will expand to make Champagne stronger globally.

“The investment we make embodies the social responsibility of our sector,” said David Chatillon, president of the Union des Maisons de Champagne and co-president of the Comité Champagne. “It is an absolute priority that Champagne remains an exceptional wine supported by a united, responsible and committed industry. It is a new goal at the service of new ambitions for our appellation and our terroir.”

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Champagne Sales Topped $6.5 billion as Exports Surge

The official 2022 shipments from Champagne were released yesterday showing a year-end total of 326 million bottles.  Total shipments increased 1.6%. This is the highest annual figure in 15 years, and third greatest since the 1999 pre-Millennium surge.

Driving growth rates for Champagne shipments in 2022 have been exports of the fizz, which were up 4.3% in 2022, taking the final sum to 187.5m bottles, compared to 138.4m bottles distributed within France, a decline of 1.7% on 2021.

The Comité Champagne pointed out that the market share for exports versus domestic demand has changed significantly over the past decade, with the proportion of Champagne exports rising from 45% 10 years ago to 57% today.

While the shipments in 2022 were restricted by supply, with shortages resulting from growing demand during a time of reduced output from the region, the Comité Champagne expressed confidence concerning stocks in the future following the “sunny 2022 harvest, which was remarkable both for its quantity and quality”.

The combination of increasing shipment volumes in 2022, coupled with higher Champagne prices; a product of limited supply, rising production costs, and greater sales of pricier cuvées; have pushed up the value of shipments to a new record, with the global sum surpassing $6.5 billion for the first time.

Champagne shipments [bottles] 2022-1999:

2022: 326m

2021: 320m

2020: 245m

2019: 297.5m

2018: 301.9m

2017: 307.3m

2016: 306.1m

2015: 313m

2014: 307m

2013: 305m

2012: 309m

2011: 323m

2010: 319m

2009: 293m

2008: 322.5

2007: 338.7

2006: 321.8

2005: 307.7m

2004: 301.4

2003: 293.5

2002: 287.7

2001: 262.7m

2000: 253.2m

1999: 327m

Source: Comité Champagne

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Climate change forces an early start to Champagne Harvest

Picking officially commenced in Champagne last Saturday with start dates spread between August 20 and September 6th, depending on the location of the vineyards in the 34,000-hectare region.

The timing of the harvesting is guided by the Réseau Matu, which is a network of hundreds of representative vineyard plots spread across the appellation.

The harvest has begun far earlier in the season than normal.  This is a result of the extreme heat seen across Europe this summer. August harvests used to be extremely rare, they are now becoming common due to climate change. This warming weather may start forcing changes to how the famous sparkling wine is produced.

These high temperatures and the worst drought on record have also caused massive wildfires and led to restrictions on water usage across France, but they also boosted grape maturity.

The pickers are paid on what they pick and are rushing around in temperatures well above 30 degrees Celsius (86 degrees Fahrenheit) as they have to pick the grapes before they become over-ripe and supercharged with sugar.

“I think we’re at the turning point,” said Charles Philipponnat, President of Philipponnat Champagne, “So far, global warming has helped: harvest in good weather conditions without rain, without too much cold, with ripeness and little rot.”

Producers across France are expecting this year’s harvest to yield a good quality vintage when it makes its way to market, a relief after frost and mildew fungus attacks in 2021, something dry and hot weather helped prevent this year.

“Following the remarkable rebound of Champagne shipments in 2021, including record shipments to the United States, Champagne is expecting an excellent yield in 2022,” said Jennifer Hall, director of the Champagne Bureau, USA.

Champagne shipments in the first half of 2022 were close to 130 million bottles globally, representing an increase of 13.8 percent compared to the same period in 2021.

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