Work Hard, Play Hard
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