posted on 2013-01-21, 11:20authored byJennifer Smith Maguire
The paper examines the meaning of Champagne as product and place, in the context of ‘culturally omnivorousness’ tastes for diverse cultural forms and authentic goods. Comparing perspectives of large and small producers and specialist wine writers, the research identifies two ‘myths’ of Champagne: exclusivity and authenticity. The discussion suggests how these myths both offer competitive advantage for the territorial brand of Champagne in a global marketplace, and directions for the extension of the brand for cultural omnivore consumers.
History
Citation
J. Smith Maguire. 2012. The Territorial Brand of Champagne and Cultural Omnivorousness [La Marque Territoriale du Champagne et “l‘Omnivorité” Culturelle]. Paper presented at: Strategies for Wine Territories: Clusters, Governance and Branding. Research Centre for Wine-Place-Value, Reims Management School, Reims. 2012.
Alternative title
La Marque Territoriale du Champagne et “l‘Omnivorité” Culturelle
Author affiliation
/Organisation/COLLEGE OF SOCIAL SCIENCE/Department of Media and Communication
Source
Strategies for Wine Territories: Clusters, Governance and Branding, Reims Management School, Reims France.
Published in
J. Smith Maguire. 2012. The Territorial Brand of Champagne and Cultural Omnivorousness [La Marque Territoriale du Champagne et “l‘Omnivorité” Culturelle]. Paper presented at: Strategies for Wine Territories: Clusters