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The popularity of Champagne is attributed to the success of Champagne producers in marketing the wine. Champagne houses promoted the wine’s image as a royal and aristocratic drink. Laurent-Perrier’s advertisements in late 1890 boasted their Champagne was the favourite of Leopold II of Belgium, George I of Greece, Alfred, Duke of Saxe-Coburg and Gotha, Margaret Cambridge, Marchioness of Cambridge, and John Lambton, 3rd Earl of Durham, among other nobles, knights, and military officers. Despite this royal prestige, Champagne houses also portrayed Champagne as a luxury enjoyable by anyone, for any occasion. This strategy worked, and, by the turn of the 20th century, the majority of Champagne drinkers were middle class.
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In the 19th century, Champagne producers made a concentrated effort to market their wine to women. This was in stark contrast to the traditionally “male aura” that the wines of France had—particularly Burgundy and Bordeaux. Laurent-Perrier again took the lead in this area with advertisements touting their wine’s favour with the Countess of Dudley, the wife of the 9th Earl of Stamford, the wife of the Baron Tollemache, and the opera singer Adelina Patti. Champagne labels were designed with images of romantic love and marriage as well as other special occasions that were deemed important to women, such as the baptism of a child.
