Tutiac aims to break with Bordeaux conventions

Monday June 26 2017 by Vitisphere

His name is Lascar and he is two years old. Owned by a member grower of the Tutiac co-operative winery, Lascar the bulldog modelled for the winery’s new range of wines, Flair. Sitting on a stool, the watchdog did not bat an eyelid despite his sudden rise to fame, even when he set off a burst of flashes as he arrived on Tutiac’s stand at Vinexpo. “We chose the bulldog because it was the breed of dog that was used to guard warehouses at the end of the 19th century. It is therefore meaningful”, explained Patrice Bodin, sales director for France at the Tutiac co-operative. The bulldog also features in adverts for the Mini alongside its young urban owner, which is precisely the target audience Tutiac is looking to reach out to with Flair. “Young urban consumers aged between 25 and 40 who drink wine as an aperitif”, specified Bodin. The range is available in all three colours and has been marketed in wine merchants since March at a retail price ranging from 8 to 10 euros. 70,000 bottles were available for the launch. “These are wines we recommend consumers drink chilled, even the red which is fairly sweet for the appellation”.

Moving targets

The range is designed to be the on-trade twin to Carrelet d’Estuaire, a rosé Bordeaux launched last year. “Apart from restaurants within a close radius of the co-operative, the on-trade did not list the brand”, said Bodin. In stores, however, it performed well during its first year with sales of 200,000 bottles at a retail price of approximately 4 euros, securing recognition for a Bordeaux targeted mainly at rosé wine drinkers. 


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