Burgundy’s Château de Pommard gets modern makeover

By Jo Gilbert

Published: 26 July, 2017

Historic Burgundy brand Château de Pommard has given itself a 21st century overhaul by updating its traditional Burgundian bottle design.

The estate, which has been under new ownership since 2014, revealed they have been working on a complete redesign of the brand which dates back to 1792.

Two design agencies have helped to create a new image and packaging in order to appeal more to consumers in their 20s and 30s who now account for 42% of wine consumption, in a reference to data from the Wine Market Council.

They said a re-design was long overdue, with the main Burgundy aesthetic having remained largely unchanged for the past century: “Since Benedictine monks began producing wine in the first century ᴀᴅ, Burgundy producers have preserved a traditional and low-key approach in how they connect with their customers.

“Bottles, labels and brand designs haven’t changed in more than 100 years. But…these new wine consumers are different. They view wine as a social encounter, critics’ ratings aren’t as influential as they once were, and they are searching for engaging relationships with modern, trustworthy brands.”

The estate was bought out two years ago by Silicon Valley tech entrepreneur and investor Michael Baum and his San Francisco-based company Famille-Carabello-Baum, making them the fifth family to take over the reigns of the estate.

Since then, the new owners have been working with design agencies Delenvie, on the bottle design and Paris-based Appartement 103, on the labels and packaging for the re-boot.

The re-design includes a more “contoured” bottle shape, with higher shoulders and tapering to the bottom of the bottle.

The traditional lip at top of the bottle has also been removed and there is a new focus on sustainability.

“Consumers today are surrounded by brands that are guided by a sense of purpose and seek to form trust through transparency in everything they do,” said Baum.

“Our vision is to resonate with a new generation of wine lovers who are drawn to the convivial Burgundy lifestyle and seek a harmonious relationship with nature, all within a brand they can trust and deeply engage with.”

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