Trade for Champagne has gathered momentum in the last year. After accounting for 1.1% of all Liv-ex trade by value in 2011, the region accounted for 2.3% in 2012 and 2.5% so far in 2013. Historically, trade for Champagne has been focused on Cristal, Krug and Dom Perignon. Broadening tastes have seen consumers move beyond these favourites, and solid trade for its 2002 placed Taittinger Comtes de Champagne as the third most traded brand (by volume) on Liv-ex in 2012.
Like the 2002 vintage, 2004 Champagne has been well received. Trading at the same price as Taittinger Comtes 2004 on the exchange (£660 per 12×75) is Perrier Jouet Belle Epoque 2004. While the brand has previously seen limited activity on the secondary market, the 2004 – perceived as undervalued – has found favour with buyers, and accounted for 14% of all Champagne trade by value in August.