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Champagne Castelnau brand redesign launched

Champagne Castelnau MD Pascal Prudhomme, and chef de caves Elizabeth Sacelet joined the UK team of its subsidiary Castelnau Wine Agencies in London last night to unveil a radical new visual presentation for the Reims-based champagne house as it enters its second century.

Following 12 months research and development sine the brand celebrated its 100th anniversary, the new communications for Champagne Castelnau include new labels, new gift pack and new trade marketing materials, which toether introduce a boldly creative language and environment for the brand.

The new identity takes the brand forward with an inventive creativity and audacity (a word the new French president used four times in his victory speech this week).

The new logo comprising two linked letter Cs for Champagne Castelnau is embedded in a black drop motif signifying the ‘bead’ of champagne. The move away from more traditional champagne cues is deliberate and the different styles of champagne from Castelnau are identified via different colours of an additional drop motif on the communication materials, including the labels.

Explaining the strategy behind the launch of a redesign, Pascal Prudhomme said: Celebrating our centenary last year gave us the opportunity to reflect on our journey ahead and I decided to do an internal audit of our brand, which showed great loyalty from our current customers, plus the opportunity to widen our appeal to new customers. Our ambition is to sell one million bottles by 2020 and two million by 2025, so reaching an extended audience is key. Therefore, the new concept is based on two things: our roots, signifying the quality of our wine, and our soul, signifying our audacious attitude, embracing the unusual or the unexpected.  We are now entering a new era of communication about Champagne Castelnau.”

Champagne Castelnau is known for its extensive lees aging. The range includes Brut Réserve (six years on lees), Brut Rosé (four years on lees), Blanc de Blancs and Brut Vintage (both 12 years on lees).

The new look will be presented at the London Wine Fair.

10 May 2017 - Felicity Murray `The Drinks Report, editor-in-chief