(For a century France restricted champagne production: why did they do that and why expand now?) The reason for that is global demand is at an all time high and the government limited the amount produced to ensure quality. (Where are all these new champagne drinkers coming from?) Traditional markets like Europe and the UK are robust but then new markets like China and Russia exist. So Asia is contributing. (I'm wondering if you think the average champagne drinker really cares if they're drinking official champagne from France?) I think they probably don't, but I think what's happening is people are more curious about the products they're consuming and as people look into that, the interesting facts that underlie why something is a great product, they'll want the real, French product more.