Champagne Castelnau launches "young" new branding

10 May, 2017

Champagne Castelnau has targeted a younger audience of champagne drinkers as the Reims-based house enters its second century.

The champagne producers showcased its new branding, which aims to appeal to a younger audience, at the UK market launch in London.

Champagne Castelnau managing director, Pascal Prudhomme, said: “We have to look forward now, and not look back on tradition. We were not sexy before but we had good wine, and only we knew that.

“I think that all over the world the goal is to be successful by making young consumers interested in the brand. But in order for our wines to be tasted we must first be purchased, and to be purchased we have to be seen in the restaurants and wine shops.

“So it was a necessity to make a change to the traditional champagne bottles and be a little bit different.”

Champagne Castelnau has set a target to sell one million bottles by 2020 and two million by 2025 and the champagne house will be exhibiting at the London Wine Fair.

Prudhomme added: “Celebrating our centenary last year gave us the opportunity to reflect on our journey ahead and I decided to do an internal audit of our brand, which showed great loyalty from our current customers, plus the opportunity to widen our appeal to new customers.”





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Joe Bates

Sky-high rents cost duty free dear

One of the biggest bugbears for any liquor brand wanting to build a presence in duty free is the high cost of entry.

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