Ch. 5 - Developing a Global Vision

           Dom Perignon and other manufacturers of champagne have a very unique place in the global market. Because authentic champagne can only come from grapes grown in Champagne France, foreign competition is not exactly a threat. However, this also means that Dom Perignon must rely on global marketing and subsequently a well-honed global vision in order to sell their product in countries other than France. Many countries have markets and appreciations for fine wines and champagnes and Dom Perignon has successfully reached these markets out of demand and necessity. Dom Perignon is unable to outsource their champagne production to other countries because of their highly specific regional regulations for manufacturing. This means that while the company has very little competition from foreign competitors, they also have a very limited quantity of champagne to sell, should the demand increase overseas.
           Dom Perignon has remained famously silent when it comes to discussing markets and figures. However, it is estimated that between 300,000 and 350,000 cases are sold each year, or in other words, about three to four million bottles. France, Italy, Japan, The United Kingdom and the US are the five main importers of Dom Perignon. One in five bottles of champagne consumed in Japan is a prestige cuvee, like Dom Perignon, which makes Japan their single largest export market.  Not surprisingly, The United States is the second largest importer. The United Kingdom ranks third in the market for prestige cuvees, with one in every fifty consumed being a noble pedigree, however, Italy still imports more Dom Perignon than the UK. While specific figures are not known due to the companies reluctance to disclose market information, the two fastest growing markets are now India and Eastern Europe. It would appear that their notorious silence could potentially open doors for larger production in the future if need be. Indeed, Dom Perignon seems to have a handle on foreign market growth.