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Article Dans Une Revue Consumption Markets and Culture Année : 2017

Champagne: marketplace icon

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.
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Dates et versions

hal-02313407 , version 1 (20-03-2020)

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  • HAL Id : hal-02313407 , version 1

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Joonas Rokka. Champagne: marketplace icon. Consumption Markets and Culture, 2017, 20 (3), 275-283 p. ⟨hal-02313407⟩

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