Paul Mas makes up for lost time

Friday May 31 2019 by Vitisphere

 Jean-Claude Mas presented the label for his newly released Gris Mas on his stand at Vinexpo Jean-Claude Mas presented the label for his newly released Gris Mas on his stand at Vinexpo

At first, we didn't believe in rosé very much. We've been slightly overtaken by others”, admits Patrick Lachaud, sales director France for Domaines Paul Mas. To make up for lost time, the company is working twice as hard. It came to Vinexpo with several new labels of pink wine with packaging to suit all tastes: some loud, others refined. “With rosés, customers taste them. If the wine is light coloured, if it tastes good and if the bottle is pretty, they buy it. These aspects prevail over the appellation”, explains Patrick Lauchaud.

The firm has thus released Chai Mas and Gris Mas, both blended Pays d’Oc wines. The first is a ‘street wine’ in a silk screen-labelled Burgundy-shaped bottle, sporting a ‘Chai Mas’ designed as graffiti by the artist Christophe Chap. “This is a limited edition bottle and the graffiti will be changed every year. We are thinking of organising a competition to do so”, says Patrick Lachaud. The wine will be available in Nicolas stores for under €7.

With Gris Mas, Jean-Claude Mas, the company's CEO had some fun making faces in front of a camera, as a nod to the word 'grimace'. The label is covered with six of his portraits with him sticking his tongue out, in pop art style. The bottle will retail in supermarkets at between €5 and €6.

On a more elaborate note, Paul Mas is releasing Château Lauriga, a rosé Côtes-du-Roussillon, with a round label reminiscent of Roger & Gallet soaps.

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