Maison Le Stars Le Star Bordeaux and Le Star were launched at the ProWein trade show this week

Maison Le Star's Le Star Bordeaux and Le Star were launched at the ProWein trade show this week

French wine firm Maison Le Star has launched two wine ranges, as it looks to attract Millennial consumers. 

The company used this week's ProWein to unveil Le Star Bordeaux and Le Star varietals range. Speaking to just-drinks today, product manager Marine Langeard said the new wines aim to "disrupt" the wine category and provide "accessible wine" for male and female Millennials.

Le Star Bordeaux comprises a red (Merlot/Cabernet), white (Sauvignon) and rose (Merlot Cabernet). Langeard said the RRP is around EUR8-9 (US$10-11) per bottle.

Meanwhile, the Le Star varietals range features six wines under the 'Product of France' umbrella. The line up includes three reds - Merlot, Syrah and Cabernet; two whites - Chardonnay and Sauvignon; and one rose - Cinsault. The varietals range carries a lower RRP of around EUR4-5 per bottle. 

Langeard said the brands will be available globally, with emphasis on the UK, Canada and Scandinavia. 

The roll-out is supported by social media and viral marketing "centred around France and the French touch". 

Langeard said Masion Le Star's mission is to give Millennials worldwide the "opportunity to enjoy the pleasures of a quality, simple and accessible French wine".  

Maison Le Star was founded in 2016 by Guillaume Brochard, following the acquisition of the GRM and La Guyennoise wine firms. The company owns around 500ha of vines and reported a turnover of EUR75m in 2016. 

Where should we look for wine's future gains? - Comment

Expert analysis

Global Wine Manufacturing - Industry Market Research Report

Global Wine Manufacturing - Industry Market Research Report

Cellars market: Increasing international trade from New World producers will aid industry revenue...read more