Moët & Chandon, one of the foremost champagne houses, wants to reeducate the world in the difference between the eponymous beverage and other sparkling wines.
The 'pop-up school' called the Moët Academy, which will operate in London between 13 and 24 April, will inform people of the basics of champagne-making – fermentation, blending, ageing etc.
This pedagogical initiative will also of course be a commercial one for the estate that produces in excess of 26,000,000 bottles of champagne annually.
International commercial director at the company, Arnaud de Saignes, was quoted as saying in the drinks business, "Education is very important... we want consumers to understand all the savoir-faire behind Moët Impérial; for example, it takes 36 months from grape to bottle
"If the consumer values the quality of the product then they will continue to drink Moët and continue to drink Champagne."
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
