What do Napoleon’s victories, Hollywood’s brightest stars, and Formula 1 podiums have in common? Champagne, of course. But how did this fizzy drink from a quiet French region become the ultimate companion for life’s biggest moments? It wasn’t luck—it was a masterclass in ambition, bold moves, and genius marketing. Over centuries, Champagne has been poured at the center of history’s most iconic milestones, transforming from a local curiosity into the worldwide symbol of celebration and luxury. From royal courts to red carpets, let’s pop open the story of how Champagne became the drink that marks the moments that matter.
Napoleon’s Champagne Legacy: Victory and Defeat
For Napoleon Bonaparte, Champagne was more than just a drink; it was a necessity. Known for his strategic brilliance on the battlefield, Napoleon’s relationship with Champagne was equally sharp. After each victory, his army would drink Champagne—a ritual that turned the bubbly beverage into a symbol of military triumph.
But even in defeat, Napoleon found solace in Champagne. His famous quote—“In victory, you deserve Champagne; in defeat, you need it”—became the mantra for how Champagne should be enjoyed, no matter the outcome. Through Napoleon’s influence, Champagne found its way into international courts and celebrations, elevating its status far beyond France. Moët & Chandon, for example, capitalized on this connection, marketing their Champagne as the drink of victorious leaders, a branding strategy that persists to this day.
Anecdote: After his triumphant campaigns in Italy, Napoleon gifted crates of Moët & Chandon to his soldiers and officers. His close relationship with Jean-Rémy Moët, the owner of Moët & Chandon, helped catapult the house to international fame. Even today, the house’s flagship label, Moët Impérial, bears the imprint of Napoleon’s legacy. Tom Stevenson highlights how Napoleon’s strategic use of Champagne as a gift boosted the house’s visibility across Europe.
The Russian Court’s Love Affair with Champagne
As discussed earlier in 1.3, Madame Clicquot’s bold decision to smuggle Champagne into Russia during the Napoleonic Wars was a game-changer. But beyond the dramatic smuggling tales, the Russian court’s love affair with Champagne was deep and lasting.
By the time Louis Roederer created Cristal for Tsar Alexander II in 1876, Champagne had become the drink of choice for Russian royalty. The court’s obsession with bubbles turned Champagne into the ultimate luxury item, reserved only for the wealthiest elites. Cristal, with its clear bottle and exclusive production, embodied the extravagance of the Russian Empire at the time.
But Champagne’s journey didn’t stop in Russia. By the mid-19th century, Champagne houses were already laying the groundwork for their international expansion, exporting their wines to new markets across the world. The strategic use of branding, exclusive cuvées, and targeted marketing helped Champagne appeal to elites not only in Europe but in North America, South America, and Asia. The creation of prestige cuvées like Roederer’s Cristal further enhanced Champagne’s allure as a symbol of wealth and exclusivity.
Anecdote: Cristal’s clear bottle was specifically designed at the request of Tsar Alexander II, who feared assassination attempts and wanted a bottle where no bombs could be hidden inside the punt (the indentation at the bottom of a bottle). This demand for safety combined with exclusivity turned Cristal into a cultural icon that is still revered today. According to Richard Juhlin, the creation of Cristal marked a new era in Champagne’s status as the drink for royalty and elites.
Champagne’s Global Expansion Through Exports and Marketing
By the late 19th and early 20th centuries, Champagne had become more than a European luxury—it was being marketed as a global status symbol. Champagne houses like Moët & Chandon, Veuve Clicquot, and Louis Roederer employed sophisticated branding and marketing strategies to extend their reach beyond Europe. They tapped into growing international demand by associating Champagne with celebration, victory, and glamour, leveraging high-profile endorsements and exclusive associations with royalty and elites.
The invention of prestige cuvées, like Cristal, played a key role in establishing Champagne’s luxury image. Champagne houses positioned these special bottles as the pinnacle of opulence, available only to the wealthiest, further enhancing its exclusivity. For example, Veuve Clicquot’s savvy marketing in the Russian court, and Moët’s alignment with figures like Napoleon, were early examples of how Champagne houses used strategic partnerships to elevate their brand globally.
As transportation and communication improved, Champagne houses increased their exports, making Champagne a fixture in North American high society by the early 20th century. In particular, Champagne became synonymous with success and celebration in the United States, where its presence at glamorous parties, Hollywood film sets, and elite gatherings helped solidify its role as a symbol of luxury.
Anecdote: By the 1920s, the export of Champagne to the United States had reached new heights, with houses like Moët & Chandon and Veuve Clicquot capitalizing on the post-World War I economic boom. The Roaring Twenties were a golden era for Champagne, as it flowed freely in speakeasies, on Wall Street, and at extravagant parties. The image of Champagne as the drink of the Jazz Age elite was cemented in the popular imagination, a reputation that carried through the century and continues to shape its perception today.
Hollywood’s Golden Age – Champagne on the Silver Screen
By the time the 1920s rolled around, Champagne had already cemented its place in aristocratic circles. But it was Hollywood’s golden age that took Champagne from high society to pop culture royalty. In the hands of film stars, millionaires, and Gatsby-era party-goers, Champagne became the drink of celebration, indulgence, and glamour.
From Marilyn Monroe soaking in a tub filled with Champagne to James Bond’s iconic preference for Bollinger, Champagne was more than just a drink on-screen—it was a character. Directors used Champagne to signal wealth, luxury, and victory, and audiences followed suit, adopting Champagne as the ultimate toast to life’s biggest wins.
Anecdote: Marilyn Monroe, legend has it, once bathed in 350 bottles of Champagne. While the story may be apocryphal, it captured the spirit of the times—excess, indulgence, and the magic of Champagne. As noted by Essi Avellan MW, this moment encapsulated Champagne’s leap from European aristocratic circles to the heart of American pop culture.
Champagne in Sports: The Tradition of Victory
As the 20th century progressed, Champagne’s association with victory moved from the battlefield to the sports arena. Today, it’s impossible to imagine a Formula 1 podium without Champagne showers or a tennis Grand Slam victory without a glass of bubbly raised in triumph.
It all started in 1967, when race car driver Dan Gurney spontaneously sprayed Champagne over the crowd after winning the 24 Hours of Le Mans. This impromptu celebration turned into a tradition that has defined sporting victories ever since.
Anecdote: Gurney wasn’t planning on creating a tradition when he shook that bottle of Moët & Chandon and sprayed it over the crowd. But the moment captured the joy of victory so perfectly that it became a permanent fixture in motorsport celebrations. As documented by Patrick Borras, this spontaneous act of joy revolutionized Champagne’s role in sports, making it synonymous with victory.
Champagne in Political and Historical Milestones
Champagne has been there for political victories and historical milestones too. From the signing of major peace treaties to moments of global unity, Champagne has been the drink of choice when the world pauses to acknowledge great change.
In 1945, as Europe celebrated the end of World War II, Champagne flowed freely in the streets of Paris. It symbolized not just the joy of victory, but the relief of survival, the marking of a new chapter.
Anecdote: During the celebrations of VE Day (Victory in Europe), soldiers and civilians alike clinked glasses of Champagne in Paris, marking the end of the war. The Champagne houses had endured during the conflict, with cellars often doubling as shelters during the bombings. As peace returned, so too did Champagne as a symbol of hope and renewal. Yves Tesson adds that Champagne’s resilience during wartime cemented its place as the drink of rebuilding and rebirth.
The Pop Heard ‘Round the World
So, what makes Champagne more than just bubbles in a fancy bottle? It’s the stories—the victories, the glamour, the triumphs—that have cemented its place in history. From Napoleon’s army toasting after a win, to James Bond sipping Bollinger on screen, Champagne has been there, front and center, for the world’s most memorable moments. And let’s be honest, it’s not going anywhere. The next time you raise a glass, remember: you’re not just celebrating today—you’re joining a centuries-old tradition of marking life’s highs (and maybe even the lows) with a bit of sparkle. Now that’s something worth toasting.
Key Points:
- Napoleon Bonaparte made Champagne a symbol of both victory and solace, gifting it to soldiers and officials.
- Russian Tsars, particularly Alexander II, elevated Champagne’s status to a drink of the wealthy elite through the creation of Cristal.
- Hollywood turned Champagne into a symbol of glamour, with stars like Marilyn Monroe and James Bond embodying its magic on-screen.
- Dan Gurney’s impromptu Champagne shower at Le Mans created a lasting tradition in sports.
Champagne has been present at major political and historical moments, including the end of World War II and celebrations of peace.