Bordeaux aims wine at youth market via internet

  • Thursday 9 June 2005

The Bordeaux and Bordeaux Supérieur Union has launched a new line of wines aimed at the young adult market and only available through the internet.

Against the backdrop of the French wine crisis, the wines are aiming at a new generation of wine consumer.

The e-motif range includes three types of wine: ‘blanc excitant’, ‘rosé complice’ and ‘rouge fusion’. All three are typical Bordeaux blends.

‘It is imperative to attract new generations who will be the wine drinkers of the future. Young adults feel lost in the world of wine,’ said a spokesperson for the Bordeaux and Bordeaux Supérieur Union.

The e-motif website lists a whole range of pairings limited not merely to wine and food but music, ambience and companions. Their red ‘fusion’ wine – a blend of Merlot, Cabernet Sauvignon and Malbec – is recommended with world music, candles and ‘l’elu de votre coeur’ (your sweetheart).

The wines are on sale online at €5.99 (£4, US$7) through Maison Sichel, the négociant responsible for the creation of the wines and their distribution.

Sichel researched its market by asking 200 young adults to taste 9 wines of different assemblages, three for each colour, and vote for their favourite. The resulting winners became the wines in the e-motif range.

The wines will be available in the café, hotel and restaurant trades at twice the online price.

Production currently stands at 200,000 bottles and although wines destined for the French market will be closed with corks, e-motif wines available abroad are set to be given screwcap closures.

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