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Prowein: Cellier des Dauphins unveils new design and trail of NPD

Published:  18 March, 2019

Rhône wine brand Cellier des Dauphins has been been given an overhaul including a new design and a trail of NPD.

Following two years of R&D and consumer research, the brand unveiled a series of new product initiatives at Prowein today (18 March), with each aimed at tapping one of three current key consumer trends - premium, ‘local’ and organic.

NPD unveiled by the producer includes a mid-premium Reserve Côtes du Rhône range comprising a red, white and rosé; its first dedicated organic range - Origine Bio, which features two reds, a white and a rosé, and Villages - a range comprising four reds positioned as ‘super premium’ with a focus on the local winemakers telling their story, with the producers featuring on the labels.

In addition, the brand has been given a new bespoke bottle shape embossed with a unique signature across all ranges designed to “better reflect the region, and to celebrate the brand’s heritage”, with the ‘new’ embossed signature similar to that used on the original bottle.

The multiple activity signalled a “big strategic step” for Cellier des Dauphins, one which would have “positive growth implications for the whole category”, said marketing and communications director James Fuselier.

“We are expecting the developments to have a major impact internationally on the growth of Rhône wines as a whole, with Cellier des Dauphins 12,500hc of vines in the Southern Rhône making it the largest producer in the category and responsible for one of the largest vineyard areas in France,” he said.

The developments followed strong distribution growth across almost 50 international markets for several of the group’s wines, including its “trailblazing” Les Dauphins range, he added.

In the UK, Fuselier pinpointed rosé as a key opportunity for Cellier des Dauphins.

“We have a lot of work to do with rosé in the UK - our red and white wines are well established but there is still a lot of potential for rosé, he said, adding it had had great success with rosé in the US in the three years since launch, and also in the northern parts of Europe. “We are now pushing this category in the UK.”

In terms of organic, he said there was a “rather small” demand in the UK compared to other parts of Europe.

“”Currently organic wine is much less established in the UK compared to central and northern Europe - UK consumers still appear to be less willing to pay more for organic wine.”

Established in 1967, this year marks the first time Cellier des Dauphins has had its own stand a Prowein.