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Union des Vignerons des Côtes du Rhône gears innovation to specific consumer demands - ProWein 2018

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The Union des Vignerons des Côtes du Rhône has outlined several growing consumer trends that have influenced its NPD activity.

Organic and sulphite-free Celliers des Dauphins wine will launch first in the French market

Organic and sulphite-free Celliers des Dauphins wine will launch first in the French market

Speaking to just-drinks at the ProWein exhibition in Germany today, the company's Cellier des Dauphins marketing director, James Fuselier, said consumer demand for lower abv, organic, premium and convenience is driving innovation. Fuselier outlined several launches in response to the trends.

From next month, the firm will release a 10% abv rosé across international markets. The roll-out follows a test launch in France last year. The rosé, which is packaged in a frosted bottle and aimed at summer drinking occasions, sits under the Cellier des Dauphins brand.

At the same time, the company has taken its organic offering a step further with the launch of an organic and sulphite-free red. The Celliers des Dauphins wine will launch first in the French market, at a 30% premium to the regular organic wine.

"We have produced 100,000-150,000 bottles for the first year," Fuselier said. "It took three years of research and development to create the wine."

The marketing director also outlined plans to increase the range and footprint of the winemaker's bag-in-box offering. From April, the company will release a premium Cotes du Rhone bag-in-box in France. Fuselier said that as the format has become more popular, segmentation is the next natural step.

"BIB is growing in volume in France, which means there will be segmentation - an appetite for premium offerings in the format. In markets such as Sweden, this is already happening." 

Elsewhere, the company intends to boost the distribution of its Les Dauphins Organic offering. The range, which first launched in 2015, now makes up most of the brand's sales in the Nordic markets.

"We want to extend this to other markets," Fuselier said. "Germany is interested, and so is the on-premise."

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