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Côtes du Rhône created for global markets

Cellier des Dauphins is the largest wine co-operative in the Rhône region of France. With 13 wineries and 18,000 hectares of vines, it makes 30% of all AOC Côtes du Rhône wines.

Cellier des Dauphins is also the maker of France’s best selling Côtes du Rhône wine (20 million bottles of which are sold annually in France in their distinctive bell-shaped bottles with traditional style labels).

At Vinexpo in Bordeaux last week, Cellier des Dauphins introduced its new brand Les Dauphins which has been designed to take advantage of the growing popularity of Rhône wines worldwide and the need for a leading premium French wine brand in many countries.

"The striking retro-style packaging has been designed to attract both traditionalists seeking the reassurance of a classic Rhône wine as well as the more adventurous wine drinkers who are looking for something new from France," says brand director Nicole Talec. “We believe that Les Dauphins is the most exciting wine brand France has produced in more than a decade. The wine quality is exceptional, the packaging is outstanding and the distribution opportunities are significant.

“There is no leading Rhône brand in the UK,” she told The Drinks Report, "we therefore saw a gap in the market for a label with a ‘wow’ factor but also a wine with quality and the typical silky smoothness of a Côtes du Rhône.”

The first listings appeared in Asda with Les Dauphins Côtes du Rhône Réserve (RRP £7.75) and Asda has now also listed Les Dauphins Rosé (RRP £6.75). Waitrose is taking the Côtes du Rhône Villages (RRP £8.49), and Tesco, the Châteauneuf du Pape.
A white Les Dauphins wine is soon to follow.

“Les Dauphins is also just entering the German, Denmark and Swiss markets but our big breakthough will be the US and Asian markets.” she adds.

The ‘Moulin Rouge – style’ label for Les Dauphins was designed by Amphora in the UK.

24 June 2013 - Felicity Murray