Rhône producer Cellier des Dauphins is launching Les Dauphins, a new "highly promotable, volume driving" wine brand specifically for the multiples.
Les Dauphins carries a retail price of £7.99, which can be promoted to £5, according to Cellier and UK agent Dedicated Wines. It hopes the wine will take leadership in the "middle ground" of Rhône wines, which represent 13.7% of all French wine sales.
It took more than a year to come up with a label for Les Dauphins that would appeal to traditional Rhône drinkers as well as design-conscious New World wine drinkers, said director Richard Evans.
"Over the past two years France has lost 1.2 million cases of wine sales in the UK off-trade," he said. "But, what was lost was priced at £4 and below. Every single French category from £4 upwards is in growth. The last thing the retailers need now is yet another cheap wine."
Les Dauphins carries a retail price of £7.99, which can be promoted to £5, according to Cellier and UK agent Dedicated Wines. It hopes the wine will take leadership in the "middle ground" of Rhône wines, which represent 13.7% of all French wine sales.
It took more than a year to come up with a label for Les Dauphins that would appeal to traditional Rhône drinkers as well as design-conscious New World wine drinkers, said director Richard Evans.
"Over the past two years France has lost 1.2 million cases of wine sales in the UK off-trade," he said. "But, what was lost was priced at £4 and below. Every single French category from £4 upwards is in growth. The last thing the retailers need now is yet another cheap wine."
No comments yet