MARKETING
From Geordie Glass to Global Luxury
Why champagne is effectively a Geordie drink and how it relates to your business success
It’s 1615. England has been at peace for over a decade, and King James I wants to keep it that way. The navy, however, has been neglected in recent years — new ships must be built from sturdy English oak, which is in short supply due to being burned in glass furnaces.
This is where the Geordie connection arises: Sir Robert Mansell, born and bred in Newcastle, has for several years pioneered the use of coal-fired glass furnaces. He whispers in the king’s ear, and on 23rd May 1615 a decree is signed forbidding the use of wood-fired furnaces for smelting. Suddenly there is lots of available wood for ship building, and lots of glassmakers wanting to buy coal from Mansell and his fellow mine owners.
Overnight, glassmaking is no longer a nomadic business that moves from forest to forest as the supply of wood is exhausted. Suddenly there are huge brick-built kilns which receive regular deliveries of coal, and which can produce glass which is higher quality and more robust.
Within a few years, Sir Kenelm Digby (a Yorkshireman) has taken advantage of the new coal-fired furnaces to invent an incredibly strong type of glass referred to as “verre anglais”. For the first time, it’s possible to ferment drinks in the bottle without the glass exploding. In 1662 a doctor from London named Christopher Merrett formalises this technique in a presentation to the Royal Society. A whole industry is born, and the English are the first to bottle fizzy drinks such as cider and sparkling wine.
Towards the end of the 17th century, a French monk called Dom Pérignon uses glass bottles “à la manière d’Angleterre” (in the manner of England) to ferment French wine into a drink called champagne. Building upon the strength of Geordie business and innovation, the champagne industry bursts forth.
Key Point 1: Government legislation drives innovation
The first key point to note from this story is that government actions have a huge impact upon business development and innovation, and can catalyse significant developments in industry. Not only must businesses keep themselves informed about government policies, they can also engage with policy makers to drive regulations that support their industry.
Key Point 2: Adaptation leads to opportunity
The development and success of a product can depend on innovations in adjacent areas. Businesses that can pivot in response to new technologies or market conditions are more likely to thrive. Instead of fearing change, view it as an opportunity for growth.
Key Point 3: Collaboration across disciplines
Collaborating with experts in different fields can lead to new insights and opportunities. Great products and brands are often the result of cross-disciplinary collaboration, and diverse perspectives can lead to innovative solutions and products.
Key Point 4: First doesn’t always mean best
What matters is how well you refine, position, and brand your product. Ensure you’re offering something distinctive that aligns with your audience’s desires. Building heritage and tradition around your brand can elevate it to luxury status.
Key point 5: Luxury is about emotion, not just product
The French have positioned champagne as an expensive high-status beverage that people drink on important occasions, making it a deeply emotional product. Customers are often buying how it makes them feel, not just the product itself. Your marketing should tap into that aspirational, emotional connection.
