Piat d’Or launches Sauvignon Blanc

Piat d’Or, aims to capitalise on the current popularity of Sauvignon Blanc with the launch of Piat d’Or Sauvignon Blanc 2009 this month (July). The French wine brand hopes the new varietal will help recruit new consumers from it’s target demographic of 40 to 50 year old females.

The Vins de France range also comprises Chardonnay, Grenache Rosé and Merlot, all of which are sealed under screwcap and have a RRP of £4.99. They are available to both on- and off-trade sectors.

The development of the Sauvignon Blanc is the second phase of the brand’s major re-launch, which was implemented last year to celebrate 30 years of the “original wine brand”. 

New packaging was designed to heighten on-shelf presence and give a clearer branding on the bottle. This has already contributed to uplift in sales of 9%.

1 July 2010 - Felicity Murray