The influence of color and typeface of a Champagne label on the perception of taste, flavor and bubbles

In the Champagne region, winegrowers may use colored labels as well as a specific typeface for the name of their Cuvee or their brand name in order to help people to have a gustatory idea of the Champagne. Packaging designs with matching colors and typeface may ease the way to communicate about the content of the bottle. However, only a few of them did realize the power of packaging design and sensory marketing. As an intern in a Champagne House–Champagne Guy Charbaut, I decided to investigate on the lowest sold bottle of their range of Champagne : the Champagne “Croquantine”, a demi-sec. Why did I choose this particular Champagne ? It is very difficult to sell a demi-sec Champagne as the image of demi-sec is pejorative. It is said indeed, that the more sugar a Champagne will content, the more blemishes it hides. However, several big Champagne houses successfully sell their demi-sec Champagne. For example, Moet et Chandon with their Ice Imperial or Veuve Cliquot with their ‘Rich’ Cuvee. How can we understand the low sales of Champagne Guy Charbaut Croquantine demi-sec ?