Energising sales by viewing wines as ripe for innovation

hone Valley-based co-operative winery group Rhonéa has left its comfort zone in search of new markets. “The wine industry is going through difficult times”, says marketing and communications director Valérie Vincent, right off the bat. Just like the rest of the industry, the co-operative “is faced with regularly declining consumption. We are struggling to recruit new consumers, especially for red wines”. Although change in the vineyards does not occur at the same rate as changing consumer tastes, the winery’s marketing director believes that with 2,900 hectares under vine and 400 member growers, there is scope for adjusting.

The increase in alcohol content has led the co-operative group to invest in a de-alcoholiser. Equipped with cold distillation in an air vacuum, Rhonéa has de-alcoholised 20% of a blend of AOC Côtes du Rhône red wine to produce a wine with an ABV of 11.5%. Released in multiple grocery outlets at €4.5 a bottle and in wine merchants/on-trade for €8, the winery’s first foray into lower alcohol wines will be followed in 2024 by the creation of a new label with an ABV of 6% under the Vin De France designation.

To respond to consumer interest in white wines when its vineyard acreage is red, Rhonéa is also testing a “blanc de noirs”. The co-operative produced substantial volumes from Grenache and could market 10,000 to 15,000 bottles of the wine in super/hypermarkets in 2024 with a price tag of €7.

Another move away from its comfort zone is the 5.5% ABV beer with Muscat produced by Rhonéa under the Andie brand, which retails for €3.60.