Sparkling wines still dynamic and innovative

The sparkling wines market has become one of the most dynamic and innovative elements of the wine sector. Recent years have seen the arrival of around ten new references, clearly showing the determination of the operators to supply the sparkling wines shelves with new products.

The marketing departments of the major operators are active: ranging from the rosé versions of Charles Volner and Kriter, the flavoured offerings of Café de Paris, the Jaillance AOC line and the Ackerman Cuves Closes to the latest addition from the Bordeaux-based cooperative group Univitis, which has launched "Grand Théâtre" (the Crémant de Bordeaux version of a still wine brand).

The top-of-the-range sparkling brands are similarly active: the Excellence cuvée from Jaillance, Bulle de Blanquette by Sieur d’Arques, Léonce Bocquet’s cuvée Elisa and F by Freixenet.

"When innovation is the order of the day, it’s a sign that the market is going in the right direction and that consumers are receptive to discovering new flavours. This enables a brand to widen its field of action and win market share", underlines Fabien MORANE, Wolfberger’s commercial director.

The aim of the operators is to have a greater presence on the shelves. "Taking into account the numerous versions of our brand, the distributors select at least one. We can always find a niche amongst the different regions of consumption, shop formats and permanent product listings”, explains Fabien MORANE.

Current projects:
 Compagnie Française des Grands Vins will rely on its Muscador (5.7 millions bottles) to develop the brand in higher added-value products.
 Bouvet-Ladubay and Ambal will benefit from their brand new production tools. Bouvet-Ladubay has just inaugurated its brand new 14,000 m² production site. This new, modern tool will enable the firm to boost its production capacity to 10 million bottles and improve the quality of its wines.
 Remy Pannier: the brand has taken up position in the quality sparkling wines segment via a varietals offer. "The aim is to associate the brand, the varietals and bubbles”, underlines Remy Pannier’s marketing department. The success of XNoir shows the market’s capacity to absorb new brands.
 Jaillance: the emphasis has been placed on Bordeaux bubbly, which still doesn’t have benchmark brands.

Meanwhile, Freixenet, one of the Spanish Cava giants, has just launched a cuvée designed specifically for the French market: "F" by Freixenet. It aims to occupy the quality slot just below Champagnes. Cave de Montlouis continues its development and is extending its field of action in the North-Western quarter of France. Touraine-based wholesaler Blanc Foussy has extended its range by launching a Crémant de Loire in white and rosé, as well as a Vouvray. The interprofessional organisations go for communication:
 CIVA (Comité Interprofessionnel du Vin d’Alsace) is backing Crémants and has invested 23% of its communication budget to support regional sparkling wines.
 Interloire counts on the magazine press to boost Crémant de Loire.

RAYON BOISSONS - November 2008