Blog: Badet Clement celebrates 20 years, and a new type of French consumer
Andy Morton | 3 June 2016
Just-drinks in is the French wine making region of Languedoc for the 20th anniversary of Badet Clement, one of France's most active wine brand owners.
Amid the celebrations in Carcassone is a look back at the company's purchase last year of its first vineyards, Domaines du Tresor and de la Metairie d'Alon here in Languedoc. Badet Clement also bought a winery in nearby Monze in 2015, highlighting its intentions to own its own supply chain and move away from creating brands using other people's liquid.
In an interview marking this week's anniversary, Badet Clement owner Laurent Delaunay said the purchases confirmed his long-standing faith in the Languedoc region, which he said was mostly known for its bulk-wine co-operatives that played at the lower-end of the market. It also continues Badet Clement's targeting of the French consumers, a demographic it purposely avoided in the first 15 years of business.
International consumers, Delauney says, were back then more open to the kind of brands Badet Clement was creating; brands such as Les Jamelles and La Belle Angele. That has changed, however, and for the past six years, Badet Clement has been selling its flagship Les Jamelles in France.
Delauney explains: “Today we consider the French market like any other. Tastes in wine have taken on an international dimension, as in other sectors.”
For years, it seemed that French consumers would not give up their affection for their home regional wines. Signs that they are now beginning to do so is good news for an international wine industry always keen to break "new" markets.
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
Experts have said drinks and brands that do not centre around one gender will drive future trends, as modern consumers look to avoid stereotypes. ...
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
- The end is nigh for Global Travel Retail - Comment
- Five ways small brands can beat big players
- Interview, Bulldog Gin founder Anshuman Vohra
- Pernod Ricard's Q1 results - Preview
- Pernod Ricard Q1 2017 results by region, brand
- Diageo most at risk to Thai alcohol ban - analyst
- Constellation sells Canadian wine unit for US$761m
- Jobs at new India hub won't affect staff - Diageo
- Stumbling UK Pound prompts Conviviality price hike
- Pernod Ricard cheers US move to ease Cuban limits
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020