Castel to launch first Crémant de Bordeaux in April 2017

Sunday January 01 2017 by Vitisphere

Castel Frères has confirmed that it will be entering the Crémant de Bordeaux fray by unveiling a sparkling version of its Malesan label. Until now, the brand was only available for red and white wines. The Crémant, which will be joining the Bordeaux range in April 2017, is produced by a subsidiary of Castel, shippers Oenoalliance in Beychac-et-Cailleau, in the heart of Entre-deux-Mers.

The target market for Malesan is super/hypermarkets. In 2017, the company is intending to carve out a large chunk of the market with a sales target of 200,000 bottles, “Which is one third of the Crémants de Bordeaux market in French multiple grocery outlets”, claimed a press statement. The bar has been set even higher, at 1 million bottles, for 2019 and the intention is to reach cruising speed of 2 to 2.5 million bottles once other brands have been launched worldwide.

The planned exponential growth of Castel’s Crémant offering will add pressure to supply issues for the category. The young appellation’s ‘long-standing’ leader Célène (formerly Ballarin) has plateaud at 1.4 million bottles whilst challenger Brouette (Jaillance group) is ultimately aiming for sales of 2.5 million bottles.


[ Photo: Castel. Source: Vitisphere ]


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