Roederer has pledged to maintain the price of its Brut Premier despite the unprecedented demand for all champagnes. The sector has had record end of year sales but Jean Claude Rouzard, chairman and managing director, has said he will resist all price increases and will not cash in on any millennium shortages. "The hype surrounding champagne throughout last year has made consumers wary and unwilling to tolerate spiralling prices. If champagne is to avoid a rerun of the early 1990s. someone should lead the way by example." {{DRINKS }}