22 May 2008


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Constellation to launch Enchanté wine brand in UK

Constellation Europe

alcoholic drinks

wines

by Mike Dennis
Wine giant Constellation Europe is investing £1m behind the UK launch of French wine brand Enchanté, its joint venture with Bordeaux wine producer Baron Phillippe de Rothschild.

The launch of Enchanté is being seen as a revolutionary step to winemaking in Bordeaux as it bypasses the long-established brokerage system in the region.

Instead Rothschild’s winemakers have taken a more New World approach and built up relationships with individual wine growers so they can be involved in all steps in the production process.

Master of Wine Philip Goodband said the result was a mid-priced Appellation Contrôlée wine, which is likely to retail around the £7.20 mark.

Goodband told Talking Retail consumer research for Constellation Europe identified two groups of wine drinkers as potentials buyers of the brand.

These people were not experts, but they wanted to drink Bordeaux wine and currently they were confused by the offer in-store.

“It [Bordeaux] has always got a white label and a chateau on it. They are completely lost,” he said.

Constellation has gone for a more informative label, which highlights the grape varieties used and makes the Rothschild branding stand out on the label and the bottle.

Three variants are being launched – Enchanté Merlot/Cabernet Sauvignon 2005, Enchanté Bordeaux Rosé 2007 and Enchanté Sauvignon Blanc/Semillon 2007.

“We are not making New World wine, we are making Bordeaux and we are using the knowledge and the skills from the New World and the revolutionary ideas being put in place in Bordeaux and bringing them together,” said Goodband.

“It’s a new take on the Old World. It’s Bordeaux re-inventing itself.”

Enchanté is due to go in-store with Sainsbury’s on 8 June and Thresher off-licences from September. Support for the brand will include a summer poster and magazine advertising campaign.

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