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Creating a Global Territorial Brand: The Case of Champagne

Ahlers Center International Speaker Reception: Steve Charters

Creating a Global Territorial Brand: The Case of Champagne

Wednesday, February 22, 2012
5:30 - 7:30 p.m.
Presentation and Champagne Tasting Reception
(space limited)

Led by Steve Charters, professor of Champagne Management, Reims Management School (FR)

Champagne has developed an international reputation as the most sought-after sparkling wine in the world over 350 years. How has this been done? Steve Charters' presentation will examine how a territory becomes a successful brand, looking at mythology, vision, organization and effective place marketing. Immediately following, Charters will lead a guided tasting of a variety of champagnes, giving attendees an opportunity to discover -- or refine -- their sparkling wine tasting skills, all while networking with global business-minded professionals.

Biography:
Steve Charters is professor of Champagne Management at Reims Management School, and director of the Reims Research Centre for Wine-Place-Value. He develops research projects and courses relevant to the champagne industry and wine business generally. His research interests include the relationship of wine to place, drinker perceptions of quality in wine, the mythology surrounding wine consumption, the motivation to drink, and the motivations and experience of the wine tourist.  Charters formerly taught at Edith Cowan University in Perth. He is a member of the editorial board of the Journal of Wine Research, the British Food Journal and the International Journal of Wine Business Management and is one of only 270 members of the Institute of Masters of Wine in the world.

This event is limited to those at least 21 years old.