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1 mai 2017
- handle: 10670/1.8mjqo8
- hal: hal-02313407
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Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Joonas Rokka, « Champagne: marketplace icon », HAL-SHS : économie et finance, ID : 10670/1.8mjqo8
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Résumé
What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical marketplace icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration? In seeking answers to these questions, this marketplace icon contribution elaborates on what 250 years of avant-garde champagne marketing can tell us about champagne’s ever-shifting image and role in consumer culture. I argue that the “imperishable fame” of champagne stems primarily from four epic myth-making moments that not only came to shape a national identity but also modern consumption ideologies in important ways.