Producer to invest 1m in French wine brand

Constellation Europe is investing £1m in the launch of a new mid-market French wine brand, Enchanté. The launch is a joint venture with with Bordeaux wine producer Baron Phillippe de Rothschild.

The wine producer has appointed branding agency Elephants Can’t Jump to create a communications strategy for the new brand. The new wine will be available in three variants – Merlot Cabernet, Sauvignon Semillon and Bordeaux Rosé.

They will be available in Sainsbury’s from this week and Thresher stores in September. It will later also be made available at Matthew Clark, Punch and P&O pubs.

Xavier de Eizaguirre, managing director at Baron Philippe de Rothschild, says: “We saw an opportunity to grow the French wine category and drive value by maximising our new wine making processes, helping consumers to become less intimidated with the thousands of Chateaux labels on offer and by providing a Bordeaux that’s consistent in flavour.

“We invited Constellation to bring to the party its expertise in wine-making for today’s consumers.”

Constellation Europe is a producer and marketer of alcoholic drinks and has a broad portfolio, including Hardys, Blackthorn, Kumala and Gaymers Original.