Blog: Andy MortonBadet 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.

Sectors: Wine


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