Pierre Chavin, driving innovation in organic farming

“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.

A natural wine with a reduced carbon footprint

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.