Plans for Collective Publicity in Champagne (1931-1939)

How was the reputation of champagne built? While champagne, thanks to the protection of the AOC label, is indeed a form of “territorial brand” owned by all of the landowners in the region, isn’t its success based first of all on the individual marketing of the big houses? In fact, the big houses, and their prestige, seem to be like engines pulling the rest of the profession behind them. As such, it is interesting to observe the manner in which common publicity ventures were envisaged and the tension this generated, revealing at times opposing visions of the product between the different categories of the profession but also a clear intent to demarcate the skill set of each player.