Geoffrey Dean blog: Nicolas Feuillatte - Champagne? What crisis?

Published: 29 December, 2011

Crisis? What crisis? The Eurozone may be facing one, and the UK may be
in recession, but Champagne sales within the EU are up by 4.2% for
this year. Russia, China and Brazil have all been driving bubbly
consumption higher. Although discounting has played a part, UK
retailers report higher demand for Champagne and sparkling wines over
Christmas and New Year. Waitrose revealed a 26% rise in sales on last year, with Marks & Spencer managing 25% more.

UK champagne sales of Nicolas Feuillatte look more than likely to go

past the magic one million mark by the New Year. Nielsen stats for
the year to the end of August placed the union of co-operatives as the
top seller in the UK with 618,000 bottles sold, and with their
attractive mid-to-high-teen price point, the brand, also number one in
France, goes from strength to strength.

With worldwide sales in excess of nine million per annum, putting it
in third place in the overall champenois league table, Nicolas
Feuillatte has made remarkable strides since its inception in the mid
1970s. Indeed, at the start of the millennium, its global sales were a
mere one million a year.

Given that there are a multitude of better established
(but more expensive) Champagnes produced, the rise and rise of this
late starter in a mature market is a tribute to its brilliant
marketing, promotion and distribution. To celebrate its 35th
anniversary, a new bottle design has just been unfurled. Look out for
it on the 200 or so London black cabs that are currently displaying
it.

Nicolas Feuillatte's new commercial director, Julie Campos, who joined
nine months ago, gives an interesting insight. "The whole company
exudes dynamism and a willingness to go outside the box. To work for a
setup where you feel you can make a difference, and take the brand
across new frontiers, is a huge motivator. We do offer quality above
our pricing, but intrinsic quality seems less important to the average
'brut' consumer than for most still wines. Quality is perceived more
acutely in the higher end Champagnes, and we still have a lot of
catching up to do in this segment."

The Romsey-based Thierry's Wine Services, which has played an
instrumental part in Nicolas Feuillatte's expansion here, has added
the brand to its Cavendish Wines list from the start of next year.

"They don't have mysterious cellars or any heritage, so they've had to
create a brand identity," said Michelle Shepherd, national account
director of Thierry's. "They've shown great innovation in this
respect, using a different marketing ethic that focuses on the spirit
of travel and discovery. For example, they appoint a different artist
every year to design limited edition bottles and artwork."

A lot of young drinkers have been attracted to the brand, which suggests its
future will continue to be bright.

* Geoffrey Dean is a journalist for The Times and MW student

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