The art of Champagne Pommery

Have you ever wondered why champagne is often associated with high luxury and festivities? It might surprise you that this sparkling wine has been been the official drink for the anointment of French kings since the 17th-century. Over the years, champagne manufacturers have put in a great deal of marketing effort into creating a distinct image for their wine - a status symbol of wealth and upward mobility.

Domaine Pommery in Reims

The Domaine Pommery is one of the great Champagne Houses in Reims, the capital of Champagne production. With keen competition in the trade, Pommery distinguishes itself from other key producers in this region, including Lanson, Mumm, Tattinger and Veuve Clicquot Ponsardin by affiliating the Pommery brand with the arts. Every year since 2003, Pommery has staged contemporary arts exhibitions in its 150 year-old cellars. For the rest of the year, the permament collection is on view, attracting some 120,000 visitors last year.

Descending down the stairs to the cellars

Displaying contemporary art amongst magnum bottles has proven to be a hit with the French public and tourists alike. And a tour of the Pommery estate never fails to impress visitors with its eclectic display of contemporary art in the cellars.

Thirty metres under ground, the 20 million bottles of champagne ageing in the massive cellars seem to breathe life into the surrounding space. It provides a unique setting that forces artists to think big as the dark and dank cellars are a labyrinth of 18 kilometres in length. With the relative humidity of the air in the cellar at 90 percent and restricted lighting condition, artists have to tailor their work to the unusual environment.

Video installation

An interesting array of installations, sculptures, archive images and video projections are strategically placed to create maximum sensory impact as visitors are led through the caves. The tour does not cover the modern production facility but there are glimpses of the earliest vintages in the old cellars dating back to 1874. 

One of the earliest vintage champagnes dates back to 1874

Champagne bottles used to be transported on overhead tracks

Champagne is turned a fraction every
day during the process of ageing

It is commonplace for corporations to collect art as part of their investment portfolio. This trend is changing as they also wish to be seen as a major art sponsor. The prestige, goodwill and exposure derived from such affiliation helps strengthen corporate image and brand names that will benefit companies in the long run. From this standpoint, it then makes perfect marketing sense that Pommery should exhibit artworks in a setting where some of their most exquisite vintage champagnes are being made.