Name change for the winegrowers of Laudun Chusclan

Thursday February 21 2019 by Vitisphere

Maison Sinnae represents 200 co-operative member growers farming 2,800 hectares of vines.Maison Sinnae represents 200 co-operative member growers farming 2,800 hectares of vines. - Photo credit : Alexandre Abellan

It’s out with the Laudun Chusclan Vignerons designation, and in with Maison Sinnae. “An urgent need has emerged for a more cohesive brand on the right bank of the Rhone, in Gard”, explained Philippe Pellaton, chairman of the Rhone co-operative winery group. As he officially presented the new banner on February 11 at Wine Paris, Pellaton stressed that “the name Laudun Chusclan Vignerons was weak from a marketing perspective. As these are appellation wines, the brand cannot be used on PGIs. And since Laudun is aiming for growth status, we had to prepare for the future when the name won’t be so easy to use”. He also added that the terminology ‘ winegrowers’ no longer reflected all the co-operative's activities, particularly its trading business, including Châteauneuf-du-Pape.

Hence the choice of Maison Sinnae, a nod to Cornelia Cinna, the first wife of the Roman Emperor Julius Caesar, who is celebrated in a mosaic found at an oppidum in Laudun. The mosaic features on labels of the Villa Sinnae brand.

Expanding bottled sales

The Maison Sinnae umbrella brand will be rolled out over the first half of the year on all labels produced by the co-operative group. The new identity also comes in response to the group’s strong sales dynamics. Over the past ten years, the company has been aggressively converting bulk into bottled sales, increasing volumes from the equivalent of 2 million bottle in 2008 to 8 million in 2018*. Bottles now represent half of its sales (130,000 hectolitres of wine, including 100,000 hl of AOC).

 

* 5 million bottles and the equivalent of 3 million bag-in-boxes.

 

 

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