However, according to an OMD Snapshots survey, 66% of consumers said they had not bought a bottle of champagne at all in the past 12 months.
One-third said they had purchased one or more bottles in the same period, with 76% buying champagne in a supermarket and only 21% buying from an off-licence.
Brand awareness does not appear to be critical to buying champagne. Only 27% of consumers had decided what brand they wanted beforehand and 45% said they would consider any brand.
This was despite two brands, Moet & Chandon and Bollinger, having a higher recall, with 99% and 92% of respondents respectively having previously heard of the brands.
The survey interviewed 1100 people.
Sector Insight, page 36.
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