BIBENDUM'S BRAND BORDEAUX
Published: 23 July, 2008
Bibendum, with its agency Grands Vins de Gironde (GVG), is launching a branded 4.99 Bordeaux Merlot, Lafayette, initially in Tesco on 14 July - Bastille Day - aimed at both modern consumers and more traditional drinkers'. GVG has created a fruit-driven, non-vintage Claret made from 2001 Merlot, but with some reserve wines added for extra depth. Most of the fruit is sourced from parcels on the Right Bank of the Gironde, and the wine has a minimum three months bottle ageing before release. Lafayette takes its name from the revolutionary, the Marquis de Lafayette, who was involved in four events that changed the world: the American Revolution, the 1789 French Revolution, the fall of Napoleon and the French Revolution of 1830.
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