It’s the choice of the rich and famous; the price of bottles runs into the thousands, it’s the favoured celebratory tipple, and is sprayed by victors worldwide. Fizz, bubbly, champers and sparklers are some of the many names for the same thing - fizzy wine. 

I’m talking about Champagne of course, not just your average sparkler and its the benchmark for many wannabe fizzes.

So what’s all the fuss about fizz and why is it that Champagne stands above the rest? I’ve never heard the words “Bring me your best Prosecco” or “I’d prefer the vintage Cava.” More likely than not I’m asked for a “good bottle of Champagne.” 

It’s not that the competition for fizz doesn't exist; there are tons of worthy sparklers. And it’s not that they are too expensive, the price range starts competitively low.

In the 17th c the region’s proximity to Paris became popular with French nobility and royalty. Wine makers were keen to associate their wines within these circles and used inventive labelling and packaging to gain popularity. Houses such as Krug, Bollinger and Pommery evolved.

Champagne became the location for Royal coronations of the Monarchy remaining that way for many years. It was during coronations that the best Champagne was drunk to celebrate. Champagne became the drink of Kings and it’s value escalated. Usually only available to nobility, the market was growing to include the wealthy middle class. More Champagne houses grew on the back of this. E.g. Moet, Roederer, Piper Heidsieck and Tattinger.

The French Revolution in the late 1700’s saw French nobility ostracised and many had to flee the country to maintain their safety. Ports were blockaded and traffic in and out of the country was limited. These were turbulent times for the rich.

In order to maintain sales, producers came up with ingenious ways to smuggle wines to their customers and maintain their status. These covert operations continued successfully for many years.

An example of which was Charles-Henri Heidsieck who, during Napolean’s invasion of Russia in 1812, was determined to make sales. On horseback, he followed the French Imperial Army to battle in Moscow armed with cases of his Champagne. He was prepared to sell the champagne and do business with whoever won. It was the Russians, who drank the Champagne to celebrate their victory. Heidsicek’s actions were testimony to the drive many wine makers had to keep their status.

Despite both world wars the production of Champagne never stopped, it moved underground into caves. This led to more favourable aging conditions and, luckily, better wines.

What is interesting is that Champagne houses targeted nobility and royalty from day one. This could possibly be one of the first examples of successful direct marketing in wine history.