The collaboration between the champagne producers’ association, Comite Champagne, and regional tourism board Grand Est will now see a number of experiences and accommodation collectively showcased to encourage more visitors to explore and stay longer. Grand Est encompasses 10 departments including five which Champagne AOC is spread across – Aisne, Aube, Haute-Marne, Marne and Seine-et-Marne.

With the UK sending the largest number of international visitors to the region and consuming the most champagne outside of France, La Champagne, Refined Art de Vivre had its global launch at the French Ambassador’s residence in London.

It’s been dubbed the “first-ever champagne wine tourism brand” and has a website (visitlachampagne.travel) about the region, accommodation and experiences, all provided by “ambassadors of the brand” – such as champagne producers, tourism sites, artisans and service providers. The website launched with 15 experiences but there will be 100 by the end of the year.

Sarah Flook, marketing manager, Grand Est Regional Tourism Agency, said: “The trade is very important, as we hope they will be able to help their high-end clients put together itineraries based on what we have on the website.”