Champagne in europe. where's the celebration?
Nicojames
0
comentarios
The other day I received, as I do every month, the export figures of Champagne from the Bureau du Champagne. The figures were accumulated until November 2009. Obviously December is still missing and although it is probably one of the most important months of the year for this "bubbly", I think we are able to draw a few conclusions from the data from this information. In my view there is definitely a link between the evolution in Champagne sales with the General Economy of each country. Let's analyse the figures:
France, seen as one of the major powerhouses driving Europe and today probably the best perfomer, with an increase of 0.6% in GDP in the last quarter in 2009, is down by "only" 1 percent in Champagne Sales. Obviously the French consumer is not going to let go of his/her national drink if things at home are going well. But then the main engine, Germany is down by 11% in Champagne sales, while the Economy at large is at year end is down by 5%, with 0% growth in the last quarter. This is probably an exception to any possible connections between Bubbly sales and the economy, but we must note however, that consumption hasn't really been affected in good old Germany by the Economic Recession. Germans are price conscious and eventhough they have plenty of cash, they don't let it go easily. Rather than spend 30/40€ for a bottle of Champers, they will often opt for an easier drink and better value such as a Prosecco, Cava or German Sekt for under 10€. The Aldi and Lidl phenomenon and advertising campaigns such as "Geiz is Geil" (it's great to be stingey) by Saturn stores (Electrical Goods), are thought to be driving prices even lower.
Spain and Italy lead the way with the highest decreases in Champagne sales, both at around 36% decrease. If we take their economies they're also down by more or less 3% at the end of 2009. If you're a Spanish or Italian consumer, you have a range of national bargains as alternatives, and as we know, economically things aren't very rosy here either. The Benelux countries are also experiencing a sharp decrease in Champer sales, some 30% and as their economy relies heavily on exports, they too are feeling the crunch. Last but by no means least, the UK is actually the most important export country for Champagne, with some 24 million bottles exported, with a decline of 25% vs. 2008. The economy is also down some 5%, with British consumers as in other parts of the continent searching for cheaper alternatives.
Europe as a whole has little to celebrate, although there is a consensus that 2010 will be a year of transition, things shouldn't get worse, the Greek problem only magnifies Europe's state of despair. However, a nice timely bottle of champagne should woe some sorrows and arouse our spirits.
France, seen as one of the major powerhouses driving Europe and today probably the best perfomer, with an increase of 0.6% in GDP in the last quarter in 2009, is down by "only" 1 percent in Champagne Sales. Obviously the French consumer is not going to let go of his/her national drink if things at home are going well. But then the main engine, Germany is down by 11% in Champagne sales, while the Economy at large is at year end is down by 5%, with 0% growth in the last quarter. This is probably an exception to any possible connections between Bubbly sales and the economy, but we must note however, that consumption hasn't really been affected in good old Germany by the Economic Recession. Germans are price conscious and eventhough they have plenty of cash, they don't let it go easily. Rather than spend 30/40€ for a bottle of Champers, they will often opt for an easier drink and better value such as a Prosecco, Cava or German Sekt for under 10€. The Aldi and Lidl phenomenon and advertising campaigns such as "Geiz is Geil" (it's great to be stingey) by Saturn stores (Electrical Goods), are thought to be driving prices even lower.
Spain and Italy lead the way with the highest decreases in Champagne sales, both at around 36% decrease. If we take their economies they're also down by more or less 3% at the end of 2009. If you're a Spanish or Italian consumer, you have a range of national bargains as alternatives, and as we know, economically things aren't very rosy here either. The Benelux countries are also experiencing a sharp decrease in Champer sales, some 30% and as their economy relies heavily on exports, they too are feeling the crunch. Last but by no means least, the UK is actually the most important export country for Champagne, with some 24 million bottles exported, with a decline of 25% vs. 2008. The economy is also down some 5%, with British consumers as in other parts of the continent searching for cheaper alternatives.
Europe as a whole has little to celebrate, although there is a consensus that 2010 will be a year of transition, things shouldn't get worse, the Greek problem only magnifies Europe's state of despair. However, a nice timely bottle of champagne should woe some sorrows and arouse our spirits.