To avoid discounting its wines, this Bordeaux chateau is launching a vegan label

Friday February 28 2020 by Vitisphere

 The estate’s director will go on a tour of wine merchants to introduce them to the wine and highlight efforts being made from an environmental perspective. The estate’s director will go on a tour of wine merchants to introduce them to the wine and highlight efforts being made from an environmental perspective. - Photo credit : Brillette

Our wines have to be sold at a fair price. I don't want them to be sold at below cost, which is €7 a bottle. The wine trade is having trouble selling and storing wines in our category”, said Lucile Dijkstra, director of Château Brillette which boasts 45 hectares in Moulis-en-Médoc. Recently, to offload 90,000 bottles from the 2018 vintage, Château Brillette had to accept €1 less per bottle.

In a bid to move away from the negociant trade (75% of sales), Dijkstra is targeting wine merchants by focusing on environmental issues and vegan wines. By the end of February, the label will have secured vegan certification. At the beginning of June, 12,000 bottles of Brillette vegan wine – equating to 90 hl from 3 hectares of vines - will be made available to wine merchants and private customers. A Bordeaux-style bottle has been chosen: “It will be 100% eco-designed from light-weight glass, with a label made using water-based ink and weighing less than 90 grams, and a smaller cork treated with alcohol rather than peroxide”, she said. That leaves the name of the label. There are two schools of thought: Lucile Dijkstra has a soft spot for ‘Un brin de Brillette’, but the Flageul family, who have owned the château since 1975, have a clear preference for ‘V by Brillette’.

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