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Champagne houses have been able, by dint of effective communication, to craft a champagne that speaks luxury and haute couture. This study focuses on winegrowers (grower-producers and grower-cooperators) who display strongly ingrained values of “terroir” and authenticity. Faced with falling demand and fierce market competition, this investigation examines ways of re-inventing the heritage of champagne to better promote and differentiate this product. Using a qualitative approach, it highlights the importance of developing a new heritage strategy, promoting the economic value of this offering, and enhancing existing experiential marketing campaigns. This research study concludes with valuable managerial and operational contributions relating to relevant heritage strategies to be considered in this crisis-stricken sector.