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Champagn-moet Chandon

Can you clarify...One can no longer obtain Moet Chandon White Star...everyone is saying that they just changed the name to Imperial. Is this true if so why?
Answer From Expert Roger Bohmrich MW

The name "White Star" is no longer used by Moet & Chandon for their popular extra dry Champagne. According to a spokesperson, this product - both in terms of the name and the specific style - was only sold in the USA. In order to harmonize their range and avoid what has been an anomaly, they decided to do away with this product and replace it with one simply entitled "Imperial." You may know that Moet has several Champagne styles which they market using this same proprietary designation.

It is always a difficult decision for a brand owner to make a change of this nature. They must weigh losing and alienating loyal customers of the existing product - and there were many in the USA - against the benefits of a fully coherent international range of products. Since Moet & Chandon is an important global brand of Champagne, they evidently came down in favor of a consistent worldwide portfolio.

About Our Expert

Roger has enjoyed a lengthy career in the wine trade as an importer and retailer, and at present he is an educator, speaker and consultant. He set up and managed Millesima USA, a New York merchant affiliated with a leading European company. Previously, he served as senior executive of importers Frederick Wildman & Sons. In recent years, Roger has judged wine competitions in Argentina, Turkey, Portugal, China and the U.S. Roger is one of America's first Masters of Wine.

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