Champagne producers must make more of an effort to promote the drinks positive qualities, according to Clovis Taittinger

Champagne producers must make more of an effort to promote the drink's positive qualities, according to Clovis Taittinger

A senior Taittinger executive has argued the Champagne industry is “too passive” and “too technical” in its PR efforts and must focus on the drink's “pleasure” aspects.

Speaking to just-drinks at the London Wine Fair yesterday (3 June), Clovis Taittinger, the family-owned group's export director, said he is “not sure” if Champagne is doing a good enough job in self-promotion. “I would like something more on the values, the love, the happiness, the mission of Champagne – which is to spread love,” he said. 

"Today, we are far too passive, far too techinical. We do not show the smiling face of Champagne enough.”

Figures released by the Champagne Bureau in April showed that total global exports volumes fell 1.5% in 2013, with the category's biggest market, the UK, sliding by 5%. 

However, Taittinger said his company had its “best year ever” in 2013 for exports, with sales up 8%. 

He also said he is not “fearful” for the Champagne category in the long-term, despite the on-going threat from other sparkling wines, such as Prosecco and Cava. “I would not oppose Prosecco,” he said. “Every appellation, every wine has its own identity in the market, their own quality.” 

Taittinger is also the "official" Champagne of this summer's FIFA World Cup - the first time the tournament has had a Champagne sponsor. Clovis Taittinger said he is "extremely proud" of the partnership, which will include its products being served in the hospitality areas at all games during the month-long tournament.

Taittinger is the son of the firm's current head, Pierre-Emmanuel Taittinger.