Chicago-based private equity firm Comité interprofessionnel du vin de Champagne (CIVC) has launched Champagne app in Hong Kong and China for the younger generations.
Dubbed, Champagne Campus, the new app is available on IOS, Android and online.
Currently, the free app is available in Hong Kong in English, French and Chinese languages. Further, CIVC has planned to expand its presence next year in some others markets with Japanese, German and Russian versions.
The app guides users through four simple questions, leading them to the most suitable training program according to their level from "Novices, "Enthusiasts" and "Lovers". Users have to fill the list of five categories of regions, vines, winemaking, tasting and AOC types.
Infographics, charts, animations and "interactive games" are also featured in the app.
CIVC director general Vincent Perrin was quoted by The Drink Business as saying: "Hong Kong is not yet a Champagne hub.
"People traditionally saw it as too acidic and not going well with Chinese food. So Hong Kong still remains the 16th biggest market behind China and Japan, but we are starting to see a new generation of drinkers - the millennials. They're younger, more affluent and the way to reach them is through mobile technology and online.
"People's knowledge [in Asia] is actually quite high but this app goes more into the technical details and we can provide more access to more aspects of champagne. If people are unaware of what they are drinking then the Champagne doesn't add value to them.
"I think in the coming years, Champagne will become very popular in Asia. So we will be there to help newcomers discover the pinnacle of sparkling wines."
