This paper examines the branding and marketing techniques used to develop the British cham- pagne market in the nineteenth century. It draws upon the archives of the major French cham- pagne houses and the extensive collection of price lists and marketing material in the scattered archives of W. & A. Gilbey, the dominant wine distributor in nineteenth-century Britain, to focus on the period from 1850 to the early 1900s. This period saw the creation of a powerful mar- keting template centered on a group of premium brands that endured for well over a century and influenced champagne marketing worldwide. Contemporary commentators saw a “cult” of famous brands, which disadvantaged consumers and merchants. Looking back at this period through the lens of a century of marketing history, we can clearly see a different picture: one of astute marketing (although that term was not then in use) that exploited selective distribution and created the concept of vintage-dated wine (what we would today call “limited-edition” product lines), making the champagne houses and their agents early exponents of Jean-Noël Kapferer’s twenty-first-century “anti-laws” of luxury marketing.