Sauternes producer targets nightclub goers
- Thursday 30 July 2009
Grand Cru Classé property Château d'Arche will launch its second wine, La Perle d’Arche, in the radical packaging in nightclubs in Bordeaux and Singapore in September.
Managing director Jérôme Cosson told decanter.com: ‘Lots of young people don’t know what Sauternes is or think it’s too expensive but when they try it they think it’s very drinkable.
‘We want to work with nightclubs to give customers the choice between vodka for the man and Sauternes for the lady. The idea is to put lots of them in a big ice bucket on the bar.’
The 100ml container sealed under screwcap can also be carried in hand luggage on flights and Cosson intends to create a five vintage box-set for tourists.
The 2005 vintage will be the first released under the new packaging.
The product is primarily aimed at the Australian and Far Eastern markets but Cosson is also looking for UK and US importers.
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