Celebrate 100 Years of The Great Gatsby and Art Deco with Champagne

This year, both The Great Gatsby and Art Deco will be celebrating their 100^th anniversaries, making 2025 the perfect time to raise a toast to the world of art and literature with a glass of Champagne.

Art Deco is a prevalent theme throughout The Great Gatsby. With the novel being set in the 1920s, this aligns with the time at which the Art Deco movement was taking off, which is represented throughout – from the descriptions of Jay Gatsby’s opulent mansion to the lavish parties he throws.

Champagne in the 1920s vs. 2025

Champagne is synonymous with the 1920s, with many choosing to indulge in the wine following the end of WW1 in 1918. Champagne became even more of a social staple at events such as weddings, galas, and high-society events, as it symbolised both celebration and sophistication. Today, consumers still associate this wine with unique memories and emotional connections, however, the way in which Champagne was enjoyed a century ago, does somewhat differ from how it is enjoyed now. Here are three examples of these differences:

1 – Glassware

Many will be familiar with the iconic image of Leonardo DiCaprio as Jay Gatsby holding a glass of Champagne. The glassware of choice at the time was the coupe, which was reflective of the Art Deco influence of the 1920s. However, nowadays it is recommended that Champagne is served in a tulip glass – one that is tall and bulbous with a narrow top. This allows the Champagne to deploy all its aromas and fine bubbles, further elevating the tasting experience.

2 – Dosage (amount of sugar that winemakers add to sparkling wines, for complexity and balance)

Champagne in the 1920s was much sweeter than it is today, typically enjoyed as a dessert wine at the end of a meal, and it therefore featured a considerable amount of sugar. As of the middle of the 19^th century, because the British preferred to drink Champagne at the beginning and during the meal, they preferred a style which was less sweet. As a result, words such as “dry” or “very dry” appeared on the labels of certain vintages in the 1800’s from a few houses.

Shortly after 1920’s, Champagne dosage gave way to the Brut style, as we know it today. A Brut Champagne contains between 0 and 12g of sugar per litre and is Britain’s most popular style of Champagne. Since 1950’s, Champagne consumption increased as an aperitif and during a meal, encouraging a trend of food pairings. This demand pushed for lower dosage with many houses and growers producing a new style of Champagne – that of Zero Dosage. These wines have been on the rise for some time, with volumes increasing almost 70-fold in the space of 20 years (6.4 million bottles exported in 2022).

Producing Champagne with lower or no dosage is also a way for winegrowers to showcase the expression of the terroir they come from.

3 – Food pairings and styles

Champagne has always been a product of excellence, and over the years new styles have become increasingly popular, as consumers look for greater diversity in blends and dosage. For example, demand for rosé Champagne abroad has increased 5-fold in 20 years. By the end of 2022, it represented over 10% of export sales, with 20 million bottles.

Other styles include Blanc de Blancs, Blanc de Noirs, Demi-Sec, and Vintage, to name a few. This means that our understanding of pairings has developed, with different styles of Champagne enjoyed alongside different foods. For example, Champagne Blanc de Blancs pairs wonderfully with seafood, such as oysters, scallops, and lobster, while Champagne Rosé is a great choice with cheese, charcuterie, and fruit-based desserts.

Look out for upcoming vintages such as 2022, which was a great harvest year for Champagne. Those wines will be starting to come on shelves within the next year – and we can expect that the excellence for which Champagne is so renowned for, will only continue to grow.

Champagne features prominently as the drink of choice throughout The Great Gatsby, typically in the context of celebration and glamour; depicted as a symbol of luxury during those times. As such, the Champagne Bureau UK* looks back at Champagne’s prevalence throughout the 1920s, and the ways in which it has evolved over the last century. With a long-standing reputation for excellence and prestige, Champagne has always listened to consumers’ demands, who have helped dictate its evolving taste and how it is consumed.