The most prestigious Champagne brands have been urged to adapt to the modern era and market themselves better online.

Fortunes have been mixed for the region over recent years, with a much-criticised harvest in 2003 contrasted against record sales for some producers in 2011.

However, while grape and product quality will always play an important role, luxury Champagne houses have been accused of failing to take the initiative when it comes to targeting customers online.

Luxury brands have the most to gain from capitalising on internet marketing opportunities, Peter Cross of Mary Portas told Harpers, where they perform very well. However, failing to take advantage of this interest means they stand to lose out through inaction.

"Luxury brands initially poo-pooed digital marketing - it scared the pants off them," he explained at the Champagne Assembly hosted by Pernod Ricard in January.

He also believes Champagne brands need to act now to ensure they don't miss out. The digital marketing industry is growing at a fast pace, with recent research by IBM indicating transactions carried out by mobile users on handheld devices have increased 187 per cent in the last year alone.

With a number of Champagne producers focusing on ambitious projects over the coming years, there is unlikely to be a better time to develop a more coherent and up to date digital strategy.

Winemaker Michel Chapoutier, who purchased a half acre of vineyard with Champagne Devaux back in 2008, is among the producers with high hopes for the region. He is planning to release a vintage prestige cuvee in 2014.

Meanwhile, Louis Roederer will be keen to further cement its position in the market after achieving record sales of 3.7 million bottles in 2011.

Mr Cross believes that targeting Champagne buyers online will require a deviation from the traditional approach taken by brands, who will need to adapt to the different shopping segments which emerge online. This has the potential to open up new markets for producers, who are being encouraged to think about new ways to engage online customers.