A year ago (February 2010) I met, in Lagos, Nigeria, Pascal Pecriaux, “Ambassador” for French champagne brand Moët & Chandon. The profile below provides insight into Pecriaux’s life – in and out of wine-tasting – and the Nigerian obsession with champagne. Nigeria ‘discovered’ champagne in commercial quantities (by importation, of course) following the oil boom of the 1970s (starting in 1973/74 and lasting much of the decade). The love affair has continued to this day. Time Magazine reports that the coup-plotters who murdered Nigerian Head of State, Murtala Mohammed, on February 13, 1976, “apparently made their move after an all-night champagne party.”
I wrote this piece not long after meeting Pecriaux:
By Tolu Ogunlesi
On a Friday afternoon at the Lagos Sheraton, a group of people are gathered in one of the banquet rooms. Most are Sheraton staff – waiters and waitresses. There are also a few journalists, like me. We are all waiting for Pascal Pecriaux.
Pecriaux is a “Wine Ambassador” who has flown all the way from the village of Champagne in France, to spread the gospel of Moët to a Nigerian audience. By the time he steps into the room, two hours behind schedule, we are not the only ones waiting for him. Rows of empty champagne flutes line the tables in front of us, and half a dozen or so bottles peek from ice-boxes at the far end of the room.
Moët is one of the most easily recognizable badges of honour flaunted by Nigeria’s elite, especially its young upwardly mobile class. If the frequency of its appearance in the lyrics of Nigerian hiphop songs and in music videos is anything to go by, Marc Wozniak, Deputy General Manager of the Lagos Sheraton, is absolutely right when he says that Moët is “the most common and most well-known champagne in Nigeria.” David Hourdry, Moët Hennessy’s Market Manager for Western Africa says that “Nigeria is today the biggest market for Moët & Chandon in all Africa.”