Champagne and diamonds are two luxury products whose value is questioned because of their actual lack of rarity. It was the marketing genius of DeBeers that led to the perceived scarcity of diamonds. It is the Comité de Champagne (CIVC) that controls the amount of Champagne allowed to be made each year. This amount is based on the world’s demand for Champagne. Just like DeBeers, the CIVC makes sure that the growers will not sell enough grapes to cause a reduction in price (and following that, the perceived value) of Champagne.