Are we all turning white wine into the sparkling variety with a SodaStream? Have we lost the will to celebrate properly in style?

Nope, none of the above.

The Champagne market is naturally driven by how flush we are feeling, leading to a boom and bust model...you know, 'that model', the one Gordon Brown claimed not to believe in any more. These resulting times are crunchy, like walking tentatively in the City of London on embedded shards of glass left over from past vintage Champagne bottles carelessly cast aside, a painful reminder of a flawed bonus culture.

We have been licking our wounds and trading down our choices.

Cheaper imitations have taken hold and are filling the fizz gap. Prosecco is a prime example, Champagne austerity for the more discerning.

Whilst people are probably realising that some cheaper alternatives are not all that bad, and at times indistinguishable, real Champagne is irreplaceable for the ultimate celebration. By presenting the Champagne bottle you are immediately broadcasting that the occasion is worth a few bob, putting your hard earned cash where your sentiment is. Champagne is showing off in style. As a bonus, the resulting drink will most likely have more finesse than bog standard sparkling wine.

I have never been to a party with fizz where there has not been an interest to see if it is actually Champagne. Guests crook their necks awkwardly to get a glimpse of the label partially hidden by the waiters cloth. The first sip always results in someone saying 'do you think this is real fizz?'. Everyone normally looks back blankly, and you then hear another slightly cynical comment like 'I doubt it'.

There is no denying that the real deal is important to people, irrespective if they can taste the difference. Why?...

'Because I'm worth it'.

There is good news on the horizon. Due to a glut in Champagne, rumour has it that there are some major deals to be had in the run up to Christmas. Some say £10 bottles. This price shift has been caused by a 45% fall in exports so far in 2009 compared to all of 2008.

Put down your Cava and step out of the building.

Maybe this Champagne 'free for all' will make it so everyday, that it will start to lose its celebratory pedestal. Like turning gold into bronze for a while.

If nothing else it is a good time to stockpile Champagne and sell it on after the glut diminishes.

Have your say

Name:
Email:
Website:
Message: