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New century, new packaging...

News Portfolio Winery Focus

Belinda Stone
18/08/2017


Castelnau Brut Reserve in gift carton

 Following twelve months of research and development since the brand celebrated its 100th anniversary, the new communications for our parent company Champagne  Castelnau include new labels, new gift packaging and new trade marketing materials, which together introduce a boldly creative new language and environment for the  brand.

 The new concept captures the expertise, inventive creativity and audacity which have long been hallmarks of Castelnau, taking the brand forward with a new identity,  including the erasing of the word “de” from the brand name, and a new logo comprising two linked letter Cs for Champagne Castelnau, embedded in a black drop motif,  signifying the “bead” of Champagne.

 The move away from more traditional Champagne cues is deliberate and the different styles of Champagne 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 said “Celebrating our centenary last year gave us the opportunity to reflect on our journey ahead so  we carried out 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.”

 Video footage and further information can be seen on the new look website: www.champagne-castelnau.fr

 

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