Harpers is hosting a series of regional debates around the UK in bid to educate the on-trade and specialist retail sectors about the diversity of the Champagne category beyond non-vintage.

The Champagne Occasions roadshow is designed to demonstrate how engaging with the consumer at the time of purchase can provide a valuable upselling opportunity to help make the category more profitable.

The first debate in October will see a focus group of Champagne consumers come together to discuss when and why they buy Champagne, what drives them to choose a particular product or style, and what other information would help their buying decision.

Ten on-trade experts will come together in November to take part in a food and Champagne-pairing session, focusing on less-obvious pairings, such as Champagne with a fish starter, meat-based main course dishes and dessert.

The final roadshow in January 2014 will see a panel of specialist retailers discussing how to build rapport with consumers and which styles of Champagne beyond non-vintage sell best.

Editorial reports will be published following each roadshow and in March 2014 Harpers will take three specialist off and on-trade buyers on a three-day study tour of Champagne.

The Harpers Champagne Summit will be returning in the spring of 2014, and the Champagne Occasions project will conclude with a Champagne category report, pulling together in-depth industry research and figures, including a focus on regional trends in consumer purchasing and drinking occasions.

Partnership opportunities are limited to four only. Please email This e-mail address is being protected from spambots. You need JavaScript enabled to view it or call 01293 846514 for more information.