Communiqué

2004-05-11 - First assessment of Les Nouveaux Bordeaux

Les Nouveaux Bordeaux continues to develop. A special collection for supermarkets and hypermarkets was launched at the beginning of the year. This collection of  6 red wines from the appellations of Bordeaux, Bordeaux Supérieur and Côtes de Bourg has met with great success on the shelves of hypermarkets where it is displayed, such as at the Mammouth in La Croix Saint-Ouen near Paris and the  Intermarché of Cestas in the Gironde.
Les Nouveaux Bordeaux proposes 3 wines from the “Fruity” range (aged in vats) and 3 from the “Oaky” range(aged in oak barrels). Each range is presented with neck-labels of 3 different colours indicating the food category recommended with the wine : poultry, white meat, red meat.
The first sales fIgures are flattering; after 4 months on the shelves, the Intermarché in Cestas reports an average sales figure for the Les Bordeaux Nouveaux labelled wines 3 times above the average of 7 similarly priced château wines.
Even better, for their fourth month of presence, in April 2004, the wines labelled Les Nouveaux Bordeaux did 4 times better on average than the other château wines  and sold 20% more than brand-name wines.  Jérôme Lamarque, manager of the Intermarché in Cestas comments, «In my opinion Les Nouveaux Bordeaux is an attractive idea, guiding consumers in their choices and initiating them in wine tasting, but it is above all a brand that is truly accelerating my sales ».
Les Nouveaux Bordeaux is a range of château wines selected for their good value for money (3 to 8 euros) whose producers have signed a special Quality Charter.Their identity and typicity are preserved, they all keep their original labels.
Les Nouveaux Bordeaux represents a new way of communicating about wines :
- simple and fun, using neck-labels to classify wines into families of taste. They allow the occasional consumer to improve his understanding of the wines on offer and makes his choice more easily (particularly regarding the choice of wine for specific dishes: red or white meat, poultry). The informed consumer can compare the products and choose according to his personal taste (e.g. a supple, fruity wine with fresh fruit notes or full-bodied and oaky with candied fruit notes…)
- educational and interactive as these neck-labels are numbered, indicating an Internet site, www.lesnouveauxbordeaux.com, giving complete details of the bottle purchased.

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