Sturdy roots in a world in motion: 100 years ago entrepreneurs from Epernay launched a new brand of Champagne named after General Curières of Castelnau: Champagne de Castelnau.
This year the brand has relaunched as Champagne Castelnau under original and contemporary new labels that represent the magical alchemy between expertise and inventive creativity and the link between tradition and the future.
Located in the heart of Reims Champagne Castelnau represents the very essence of the region with access to 900 hectares of vineyards across 155 crus creating a unique grape growers collective that guarantees exceptional supply possibilities for the production of outstanding Champagne.
Known for its extensive lees aging, Champagne Castelnau has a long established reputation for its top quality range which includes Brut Réserve (six years on lees), Brut Rosé (four years on lees), Blanc de Blancs (twelve years on lees) and Brut Vintage (twelve years on lees).
Following twelve months of research and development since their 100th anniversary, the new look for Champagne Castelnau captures the audacity of the company, a hallmark of the brand ID. New labels, new gift packaging and new POS together introduce a boldly creative new language and environment for the brand. The logo comprises two linked letter Cs for Champagne Castelnau embedded in a black drop motif that signifies the “bead” of Champagne. The move away from more traditional Champagne cues is deliberate and the different cuvees from Castelnau are identified via different colours of an additional drop motif on the communication materials, including the labels.
Explaining the strategy behind the new launch Pascal Prudhomme comments “Celebrating our centenary last year gave us the opportunity to reflect on our journey ahead. I did an audit of our brand, which revealed great loyalty from our current customers, plus the opportunity to widen our appeal to new customers. Our ambition is to sell one million bottles by 2020 and two million by 2025 so reaching an extended audience is key. Therefore, the new concept is based on two things: our roots, signifying the quality of our wine, and our soul, signifying our audacious attitude, embracing the unusual or the unexpected. We are now entering a new era of communication about Champagne Castelnau.”
For more information visit: www.champagne-castelnau.fr