Côtes de Bordeaux: The brand strategy starts to materialise

Monday February 15 2016 by Vitisphere

Established in 2009, the Côtes de Bordeaux appellation still has its sights firmly focused on its original mission, which is to enable export development of branded wines, alongside its traditional named appellations that are Blaye, Cadillac, Castillon and Francs. “We have a clear strategy on this issue”, announced Stéphane Héraud, chairman of the Union des Côtes de Bordeaux (founded in 2007) and a wine grower, in a press statement. “And that is that the catch-all Côtes de Bordeaux appellation was designed for merchants to create branded wines, whereas the named appellations are geared to marketing chateaux wines”. The proposal has already convinced some Bordeaux wine merchants, as reflected in surging sales. “We have risen to the challenge”, explains negociant Stéphane Quien from Stéphane Quien Wine & Spirits, visibly very satisfied by the Côtes de Bordeaux he markets under the Be Bordô label. After trying his luck with the label in Quebec and its liquor monopoly SAQ, he claims the “gamble has so far paid off: in just a few months, our wine has joined the top 20 brands!”

By promoting success stories such as this, the Union des Côtes de Bordeaux hopes to attract other merchants. Ultimately, the organisation’s aim is for 40% of volumes to be marketed abroad, compared with 21% currently. The Côtes de Bordeaux appellation area groups together approximately one thousand wine growers covering 11,000 hectares under vine.


Source: Vitisphere; Illustration: Vineyards in the Côtes de Bordeaux (Union des Côtes de Bordeaux).




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