By Gordon Beattie

La Diva is one of France’s finest traditional champagnes.

But its marketing is anything but traditional.

Decades ago, the Luc Mérat winery hatched an ingenious plan to make La Diva a firm favourite in restaurants across the United States by placing a five cent piece under the foil of every bottle.

It was a hidden bonus for wine waiters who had no hesitation in recommending La Diva to diners ahead of every other champagne.

The tradition continues to this day and, of course, it has guaranteed fizzing sales for every drop of La Diva that’s produced on the 8 hectare vineyard.

We think today’s marketers are masters of the universe but our forefathers can still teach us a thing or five.