Champagne in popular culture

Although sparkling wine was invented in in the Limoux area of Languedoc in 1535, the wine we know today as Champagne was first produced in the French region of the same name around 1700. For centuries prior to this, still wine from the region had been served as part of coronation festivities throughout Europe, and the French aristocracy had offered it in in tribute to foreign kings, associations with celebration and occasion which survive to the present day. When the méthode champenoise was introduced into the region by Dom Perignon, its ready association with luxury and power brought the unique sparkling wine from Champagne to the fore. The leading practitioners devoted considerable energy to creating a history and identity for their wine, associating it and themselves with nobility and royalty. Careful advertising and marketinging associated champagne with prestige, luxury, festivities and rites of passage, coinciding with an emerging middle class looking for symbols of upward mobility.

In 1866 the famous entertainer and star of his day, George Leybourne, began a career of making celebrity endorsements for Champagne. The Champagne maker Moët commissioned him to write and perform songs extolling the virtues of Champagne, especially as a reflection of taste, affluence, and the good life. He also agreed to drink nothing but Champagne in public. Leybourne was seen as highly sophisticated and his image and efforts did much to establish Champagne as an important element in enhancing social status. It was a marketing triumph, the results of which endure to this day.

In the 1800s Champagne was noticeably sweeter than modern Champagne is today, with the Russians preferring Champagne as sweet as 300 grams per litre. The trend towards drier Champagne began when Perrier-Jouët decided not to sweeten his 1846 vintage prior to exporting it to London. The designation Brut Champagne, the modern Champagne, was created for the British in 1876.