Rhône speciliast launches three premium tiers into the UK as part of revamped brand strategy
Rhône specialist Cellier des Dauphins has launched new premium tiers into the UK market, as part of a new, more consumer-centric brand strategy.
The company, which is the largest and most dominant wine producer in the Rhône Valley, has launched the Reserve Côtes du Rhône range, Village, a range of wines featuring the vignerons who grew the wine’s grape on the front of the label, and a Les Cru range to the line up.
The move, which was first unveiled at Prowein in March, is the culmination of several years of research and development by the company, it said.
Marketing & communications director James Fuselier said the impetus for the move was less about premiusation for its own sake, but in order to appeal to and cater for a growing number of consumer occasions.
“We’re not led by the fact of premiumisation but we want to fit with different types of customer experience. As you see in the UK and France, consumers tend to drink less alcohol but be more selective, and have a fuller experience, so they are looking for this type of experience. This happen to be at a more premium price with more work going into the vines and the winery, so it does end up being more expensive. But it was more about the consumer occasion, and wines that fit our terroir that was the driver of the recipe and range building.”
He added that the size of the company and being a cooperative made up of winegrowers gave it a greater opportunity to segment the wine rang better in terms of product profile, type of consumer occasion.
“Being the grower, we have the unique ability to influence what is going on at the vines, to drive the harvest, the recipes, and of course the design,” he explained. .
As a result, the new range has been created to fulfil different types of consumer needs that correspond to different types of occasion, he said.
The core Les Dauphine range primarily targets 34-year-old consumers, he said, targeting easy drinking.
“It works well with food but conventionally, the recipe is made for an aperitif type of occassion, whereas with Reserve is more on a versatile recipe that works for both aperitif as well as with food – a more exclusive, more formal occasion for consumers who want to go further with wine discover,” he said.
They depended To know na dexpeine super local recipes. They are based on the local terroir.
Winemaker Laurent Paré said it provided the company more of a chance to present the diversity of its terroirs.