Champagne Body: Delevingne Sisters’ Marketing Fizz
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Champagne Industry Challenges Delevingne Sisters’ Prosecco Branding
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Comité Champagne has formally objected to Della Vite’s marketing, alleging unfair exploitation of the champagne name and potential damage to its reputation.The dispute highlights a growing tension between established wine regions and emerging sparkling wine brands.
The Dispute: Champagne vs. Prosecco Branding
comité Champagne, the governing body for the Champagne region of France, has sent a letter to Della Vite, a prosecco brand founded by sisters Cara, Poppy, and Chloe Delevingne, requesting they cease referencing ”champagne” in their marketing materials. According to The Guardian, the Comité argues that Della Vite’s use of the term constitutes an unfair exploitation of champagne’s established reputation.
the Comité Champagne expressed concern that such marketing practices “risks tarnishing the name and damaging the goodwill associated wiht the champagne destination.” This action underscores the strict regulations surrounding the use of the term “champagne,” which is legally protected and reserved for sparkling wine produced in the Champagne region of France, adhering to specific production methods.
Della vite’s Response and Market Positioning
Numa Heathcote, chief executive and co-founder of Della Vite, responded to the controversy, framing it as evidence of a shifting landscape in the sparkling wine market. Heathcote told The Guardian: “We see this reaction as proof that modern challenger sparkling brands are reshaping the conversation around quality. If the established champagne world feels a little unsettled, it’s because a new generation of drinkers is defining luxury on its own terms and brands like Della Vite are part of that shift.”
Della Vite, launched in 2020, positions itself as a premium, vegan prosecco brand. The company’s marketing strategy appears to be aimed at attracting a younger demographic seeking alternatives to traditional luxury brands.
Understanding the Legal Protection of “Champagne”
The term “champagne” is an Appellation d’Origine Contrôlée (AOC), a type of protected geographical indication under European Union law. This means only sparkling wine produced in the Champagne region of France, using specific grape varieties (Chardonnay, Pinot Noir, and Pinot Meunier) and production methods (méthode champenoise), can legally be labeled as “champagne.”
Similar protections exist for other regional wine and spirit names, such as Scotch whisky and Cognac. These protections are designed to prevent consumer confusion and maintain the integrity of the product’s origin and quality.
| Protected Designation | Region of Origin | Key regulations |
|---|---|---|
| Champagne | Champagne, France | Specific grape varieties, *méthode champenoise*, geographical boundaries. |
| Scotch Whisky | Scotland | Specific grains, distillation process, maturation in oak casks. |
| Cognac | cognac, France | Specific grape varieties, distillation process, oak aging. |
| Prosecco | Veneto and Friuli Venezia Giulia, Italy | Specific grape varieties (Glera), production area, and methods. |