Claude Taittinger, Champagne Pioneer, Dies at 97
Claude Taittinger, the visionary leader who transformed Champagne Taittinger into a global luxury brand, has passed away in Paris. He was 97. Known for his storytelling prowess, Taittinger focused on the emotional appeal of Champagne rather than production details.
Taittinger's journey began in 1960 when he took over the reins of the family business following his brother's death. Under his leadership, the niche label grew into an internationally recognised brand. In 1962, he commissioned a survey to understand French consumers' attitudes towards Champagne, leading to targeted communication campaigns.
Taittinger was not just a businessman; he was an ambassador for both the Taittinger label and the broader Champagne category. He promoted Champagne as a luxury product, expanding its global reach. His passion for the arts and culinary world led him to create the Pierre Taittinger International Culinary Prize in 1967 and the Taittinger Collection in 1983.
In 1987, Taittinger led the family's investment in Domaine Carneros, an estate winery in California's Napa Valley, reflecting their Champagne heritage.
Claude Taittinger served as managing director and then president of Champagne Taittinger until 2005. He is survived by his wife, three daughters, twelve grandchildren, and nine great-grandchildren. His legacy as a trailblazer in the wine industry and a champion of the arts will continue to inspire.
