Sir Winston Churchill’s legendary passion for Pol Roger led to one of the great Champagnes to be named after our war-time Prime Minister.
Pol Roger Sir Winston Churchill
The association between Champagne Pol Roger and Sir Winston Churchill dates back to a fated meeting at a lunch hosted by the British Ambassador to France after the liberation of Paris.
Guests included the beautiful Odette Pol-Roger and Prime Minister, Winston Churchill and the 1928 Pol Roger was enjoyed by all. A friendship was born which continued until Churchill’s death, and links between the Pol-Roger and Churchill families remain strong to this day.
This VE Day marks the 80th anniversary of the end of WWII and the celebrations are in full swing. Champagne to mark the moment will be quaffed around the world. Perhaps some of this demand is recorded in the uptick of trade share on the secondary market at the beginning of May 2025.
Demand for Champagne on the rise after Trump’s slump
Trade in Champagne and Tuscany experienced the most impact following Trump’s shock tariff announcement in March as US buyers represent a significant percentage of their global trade demand. Tariff uncertainty led to an immediate fall in trade, but we have seen more normal levels resume toward the end of April.
Regional trade share on Liv-ex in April 2025
Region | April 2025 trade share | Week 25.04 – 01.05 2025 |
Bordeaux | 41.3% | 35.8% |
Burgundy | 25.9% | 25.2% |
Champagne | 9.1% | 12.3% |
Tuscany | 7.6% | 11.7% |
USA | 6% | 5.3% |
Others | 3.6% | 2.8% |
Piedmont | 3.1% | 3.8% |
Spain | 2% | 1.1% |
Rhone | 1.4% | 2% |
Source: Liv-ex.com 02.05.2025
In the week 25th April to 1st May, Champagne’s share of trade on Liv-ex rose from April’s average 9% to 12.3% and Tuscany saw a rise from 7.6% to 11.7%. Dom Perignon 2013 was the top traded wine that week on the exchange with Sassicaia 2022 second and Chateau Lafite Rothschild 2016 third.
Champagne prices available for investors at market low
Champagne, along with Burgundy, experienced the most significant growth in prices during the market bull run. With values currently over 25% lower than in 2023 for some Champagnes, investors can currently buy at levels that have the potential to deliver significant growth.
The region’s wines still provide the strongest returns with a current average of 24.8% over five years at this low point in the market.
Q2 2025 is a highly opportunisitic period to add Champagne to your portfolio for growth.
Pol Roger and Champagne to celebrate
As many of us will mark the VE Day 80th Anniversary this week with a Champagne toast you can choose to enjoy one of Pol Roger’s great wines or your favourite sparkling tipple delivered to your home from The Champagne Company.
For more information on the current status of the wine investment market, see our latest Report and speak to a member of our expert team on 0203 384 2262.