Courtesy of Champagne Nicolas Feuillatte
MK: How is the demand for Champagne doing in the post-covid rebound?
GF: We believe that covid was the catalyst for a major mindset change for society. It both enabled and required us to take a step back and really appreciate the small things in life. And with that, the belief that there is no better time than right now to start living life the fullest. Champagne has historically been deemed a ‘special occasion’ wine.
But Champagne Nicolas Feuillatte, who is a very young brand in comparison to other houses, always believed that Champagne can and should be enjoyed by anyone, anywhere, anytime! A random Tuesday night…absolutely. Paired with your takeout Thai Food…of course!
With the perspective shift that many experience post covid, we have seen an alignment where more and more people are enjoying Champagne on a regular basis!
On the sales side of things, the Champagne market is still bullish due to the strong recovery of the On Trade networks. In key states, the activity is driven by the celebration craze and the demand for premium brands has deeply transformed the mix. Activation of allocation systems within many Champagne houses led to shortages, giving room to other players like us. High interest rates are stressing inventory levels inside the three-tier system. As a result, discrepancies start to show up in areas where price sensitivity is high. OTC sales are under scrutiny and brand awareness is clearly making the difference compared with unknown producers. Nicolas Feuillatte stands out as #3 in the US.
Nicolas Feuillatte’s positioning as an affordable luxury was particularly accurate during this period of post Covid recovery. We added new listings which revealed the potential of the brand name through by-the-glass programs and hospitality brunches.Awareness and loyalty increased substantially and led to more and more opportunities. We reached the milestone of one million bottles shipped to the USA in 2022 for the very first time!
MK: Are you noticing the younger generation is embracing Champagne as their sparkling wine of choice?
GF: Historically, younger generations have been more intimidated by Champagne given its high prestige and association with affluence and special occasions. But establishing Champagne as a wine that is enjoyed by and welcoming to all has been a crucial part of our brand from the start. Disobedient Champagne is in the brand’s identity - meaning we do things a little differently. Champagne Nicolas Feuillatte is the youngest of the major Champagne Houses, which against all odds succeeded in not only democratizing Champagne, but in less than 40 years, becoming France’s favorite Champagne in record time – and the US’s third.
With this identity of disobedience, we are on a mission to disrupt the industry; a mission to which we proudly attribute our rapid growth. We have championed the idea that when it comes to Champagne there is “no occasion necessary”. We encourage any and all Champagne lovers to savor every moment, both large and small. There is no specific time or contrived code to unleash the bubbles.
MK: What narratives help drinkers think of Champagne as a perfect pairing wine and not just for occasions of celebration?
GF: For many people across the world, and still even in France, Champagne is viewed as an aperitif, rather than a pairing wine. Yet, there is no reason to relegate Champagne to solely before the main meal. Champagne is such a versatile wine and we love to see the shift towards an awareness of that fact.
Champagne is a drink that can and should be enjoyed by anyone, anytime, with many foods. The brightness of the fruit, high levels of acidity, and low levels of sugar make Champagne a beautiful wine for pairing. We always love experimenting and discovering unexpected foods that compliment Champagne and vice versa.
For example, our Réserve Exclusive Brut, our ‘blue’ label, goes with pretty much
everything! Classically, Blanc de Blancs is awesome with oysters, lobster, fish and caviar while Réserve Exclusive Rosé goes with pink food – that’s easy to remember: salmon, tuna, crab, prawn, duck, Prosciutto and light red fruit desserts, of course.
But beyond that, we encourage people to explore! Less conventional pairings are equally delicious: I love French fries with Champagne. Each crunchy-salty bite makes you want a sip and vice versa. Steak is risky but works well with a rosé de saignée, such as our Palmes d’Or 2008 Rosé Intense which is 100% Pinot Noir and cuts through the richness of the red meat. Demi-Sec has been left behind for a while but is now rediscovered with contemporary food such as foie gras and spicy cuisine. It is really versatile and can match an Indian or Thai curry, Cajun chicken and even a tajine from Morocco. But my absolute favorite is Champagne with cheese! Parmesan, an old Gouda or a simple fresh goat cheese are amazing with Champagne, for example.
MK: Are there any innovations happening in cellar that you care to tease or share?
GF: We have a dedicated team working on research and developments. We are constantly aiming to improve our process while keeping within the strict rules of our Appellation.