Moet & Chandon is undoubtedly not only one of Champagne’s most recognized brands, but it’s also one of the world’s most famous wine brands. Moet & ChandonĪny visit to Champagne has to begin with its most ardent and successful marketeer. The following producers are rich in history and quality, a fitting emblem of Champagne’s eternal appeal. The catalyst for this change of heart is no secret: the major brands saw their compatriots in Bordeaux welcome tourists to great success and realized that the winds had to change. There is enough ‘kit’ in 21st century Champagne to welcome even the fussiest of sybarites: luxury hotels, Michelin-starred kitchens, and plush visitor centers and tasting rooms are part of a Champagne Wine Tour. The Champenoise have willingly embraced tourism in recent times, waking up to the fact that today’s connoisseur wants to learn more. However, today’s visitors are likely to be shown the ancient vault rather than be duped into thinking it contains disused bottle caps. But, realizing that the German army were no fools, they artificially distressed the brickwork to make it look like it had been there for hundreds of years. When the Germans were advancing east across France in the 1940s, the staff at Pol Roger quickly bricked the cellar up. The owners of Pol Roger love to tell this anecdote from the Second World War: in their cellar in Epernay, there is a hallowed space used to store the best and rarest old vintages. Indeed, the Champagne houses have been historically more successful at keeping invaders out than welcoming enthusiasts into their cellars.
Until relatively recently, Champagne has been very reticent about opening its doors to the public. Yet even long-established Champagne acolytes could rarely tell you anything of interest about the region itself. Their job was to ensure that the rich and famous regarded Champagne as the de rigueur choice for luxury celebrations, bar none.
From the outset, Champagne has been blessed with an abundance of skilled marketers and self-promoters. Of course, the contemporary versions of ancient kings and princes take Champagne’s sparkling status for granted. In the 17th century, the first bubbles made their appearance, and not until the 19th century that Champagne became associated internationally with upmarket fizz. By the early 16th century, still, wines from the village of Aÿ were said to be “the drink of kings and princes.” But no one expected or even dreamed that these lean and acidic red and white wines could be transformed into a sparkling luxury icon. However, throughout the majority of Champagne’s history, nothing sparkled. These hallowed vineyards – found east of Paris – have been making wine since early Roman times. Champagne is perhaps the most famous and simultaneously misunderstood of all the great wine regions of France.
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