"Fighting for Champagne"

"It’s not just France we are fighting for, it’s Champagne!"

The famous one liner from Winston Churchill during WW1 continues to resonate due to the ease with which it hits the emotional triggers of its audience. When emotions are triggered via communication, there is a high probability of desired behaviour to ensue.

Champagne represents the finer things in life. It represents celebration and happiness. At a deeper level, Champagne is used as a resource to feel a fleeting sense of connection and control.

If Churchill colleagues and the British didn't support him to turn the screws on the Germans & Ottomans they were at risk to lose their "Champagne". Rest assured, Churchill got his support and the British were better off post WW1.