“The world of organic wines is just as traditional as the conventional wine world. Showing respect for terroir does not mean that we cannot be in a position to offer wines that respond to market demand and innovate," said Mathilde Boulachin, CEO of Domaines Pierre Chavin. She believes that organic marketing differentiation is a necessity: “Organic is no longer going to be a competitive advantage. It has entered the mainstream and is no longer reserved for AB+ consumers who shop in organic specialty stores”. In other words, everyone now buys organic.
The negociant firm is launching two new brands. The first, Greenia, is a Cabernet-Sauvignon PGI Pays d' Oc produced with no added sulphur or additives. As the label skilfully suggests, "it is a natural wine" explained Mathilde Boulachin. The packaging has also been designed for the lightest possible environmental impact. A 360-gram bottle, neutral carbon footprint closure, mineral paper made from sugar cane and natural inks are all used for the packaging in a bid to generate the smallest possible carbon footprint.
The second brand is Ôpia, a range of organically produced, non-alcoholic drinks (white, rosé, red and sparkling), that is already distributed in Belgium and through the Finnish monopoly. The beverage pushes its nutritional credentials: it contains between 21 and 29 Kcal, three times less than a 100 ml glass of wine.
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