Work Hard, Play Hard

Business Traveler (USA) - - THE GOOD LIFE -

In­creas­ingly, it seems the fu­ture of Cham­pagne in Asia lies with the Mil­len­nial gen­er­a­tion. As the“work hard, play hard” ethic fur­ther per­me­ates Asian cul­ture, so too is the life­style that ac­com­pa­nies it, and Cham­pagne plays a large part.

“More and more, Korea’s young pro­fes­sion­als are spend­ing their evenings at Charles H with a bot­tle of Cham­pagne. When guests come into the bar, they are greeted with a com­pli­men­tary wel­come glass of Bil­le­cart Salmon Ex­tra Brut. For a lot of them, this ges­ture is an en­tic­ing sip that of­ten turns into a full bot­tle,”says Low­der.“Most of our guests at Charles H are young pro­fes­sion­als in their late 20s or early 30s, and this group is def­i­nitely fall­ing in love with Cham­pagne.”

So there is rea­son to be op­ti­mistic, with more and more venues open­ing up Asi­aw­ide and fur­ther in­ter­est in Cham­pagne from the younger gen­er­a­tion.“There was a brief surge of in­ter­est in‘grower Cham­pagnes’in the past few years, but the city is pri­mar­ily dom­i­nated by large Cham­pagne houses,”says Meiburg.“And while I love the Grand Mar­ques as well, I do think we need to find space for the bou­tique pro­duc­ers, just as we do in the world of fash­ion.”

And that’s what it is re­ally: Fash­ion. As with most ev­ery­thing, it’s all about trends and the per­cep­tion of fash­ion of the time. As more and more peo­ple in Asia look to af­firm their suc­cess in life, one prod­uct seems to rep­re­sent the pin­na­cle: Cham­pagne. As long as Cham­pagne is held up high on that pedestal, it will be a prod­uct de­sired as much for as­pi­ra­tion as it is for en­joy­ment. BT

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