New Provence brand draws on tactile design trend

A new wine label launched this year 2019 is taking an unusual approach to packaging to stand out in a packed Provence market.

Du Kif, the latest launch from the newly-formed rosé group MDCV, is now on the market in France, and made from a blend of Cinsault, Grenache and Merlot gathered from MDCV’s estates in Provence.

It is the only brand in the company without its own winery, but the group is confident that its dimpled bottles make its new rosé the “most original launch of summer 2019”.

Its uniqueness, it said, comes from the indentation on the bottles themselves which “unfold as it empties”.

Tactile packaging is nothing new for the wine group. Its premium-positioned label Ultimate Provence’s indented bottles have secured listings in high end venues such as New York City’s Mondrian Terrace. Most recently, UP supplied rosé wines for a high profile event at private members’ club Soho Farmhouse in Oxfordshire.

Speaking to db last month Sebastien Latz, MDCV’s chief executive, said that due to the competitive nature of the Provence rosé industry, it takes more than making a quality wine to win over consumers.

“If you think you just have to produce good wine you miss the whole story,” he said, “you have to tick a few more boxes to be customer orientated.” He emphasised it is important for every brand within the group’s success that the wines are sold in a “nice package with a clear story”.

Latz is not the only person who believes innovation in design can be lucrative for rosé producers. In an interview earlier this year Valerie Astier, who produces the annual Pink Rosé Festival in Cannes, France, told the drinks business that, at event’s third annual design awards this February, all three finalists steered well away from traditional paper labelling, instead opting for glass bottles either embossed or lightly engraved that offer a tactile point of difference.

She said that, while producers in regions with an established winemaking culture such as Bordeaux or Bourgogne are bound by certain viticultural, vinification or labelling practices, wineries making rosé wine do not face the same challenge of consumer expectations and are able to innovate.

“Of course, some places such as Provence have a very long history of making rosé, but overall we feel there’s more liberty, and more freedom for producers in this category,” she said.

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