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Grande Cuvée 1531 rosé; Premiere Bulle rosé | |
Sieur d’Arques, a French company that makes a sparkling wine brand derived from the first sparkling wine produced in France, is making a push into travel retail with its portfolio.
Created in 1946 by winegrowers, Sieur d’Arques is now one of the most renowned wine companies of the South of France, specialising in premium wines. The company’s philosophy is to produce premium wines centred on the gastronomy segment and the art de vivre of the South of France.
For more than 25 years the winery has been led by two charismatic people in the French wine industry: Pierre Mirc as President and Alain Gayda as CEO. Gayda was previously President of the Union of French oenologists for five years and was instrumental in developing the terroir selection approach.
The company is a wine producer, allowing it to control all the steps from the vineyard to the bottle and guarantee quality. The winery is located in Limoux, the birthplace of the first sparkling wine in the world.
Harston Cellars is the company’s main representative in the travel retail channel, with a special focus on Asia. The winemaker also collaborates with other companies/agents for other areas.
The Moodie Report spoke with Hugo Lesizza, Area Export Manager (Asia, Oceania, Eastern Europe, Travel Retail), to find out more about the wine brand’s travel retail ambitions.
What products are you offering in travel retail? What are the price points?
Our offer is focused on our flagship brands which are the ambassadresses of our know-how and our identity:
– Clochers: Micro-vinified wines (AOC Limoux), limited edition, exclusively sold during the Toques & Clochers auction run by Sotheby’s;
– Toques & Clochers: Regular Toques & Clochers wines – the 4 Terroirs range (AOC Limoux);
– Première Bulle: Flagship sparkling brand of the winery with a modern and eye-catching packaging;
– Grande Cuvée 1531: One of Sieur d’Arques’ best-sellers of with traditional packaging, ranked with the most famous Champagne names.
The prices run from US$17 to over US$60 with limited editions and a large range of POS material.
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Toques & Clochers Autan; Clocher de Bouriège 2007 (AOC Limoux) | |
When did you start targeting the channel?
We really started to target the travel retail segment two to three years ago, thanks to our growth on an international scale with a brand approach strategy.
This is made possible thanks to our premium positioning and thanks to the notoriety of our brands, which have a presence on the domestic markets in 45 countries.
We target quality distribution networks, department stores, starred hotels, starred restaurants, and it became obvious that the travel retail industry was the next step.
Which regions are you targeting?
In travel retail we have been historically present in Europe and in South America. The next challenge is to increase our presence in North America, Asia and Middle East through partnerships with duty free operators in airports, airlines and cruiselines.
Do you have any listings already in travel retail? If so, which operators/stores/countries?
Dufry, ship chandlers and cruiselines mainly in Europe and onboard pouring for the past five years on Air France (Business Class) with Toques & Clochers Terroir Haute-Vallée (AOC Limoux Blanc).
We used to collaborate with Cathay Pacific, Garuda Indonesia and Singapore Airlines during previous onboard pouring contracts.
What opportunities do you see in travel retail?
We see an opportunity to help build up an image and increase notoriety of our international brands: Toques & Clochers and Première Bulle.
Sparkling wines have been experiencing continuous growth since 1995 both in volume and value: Première Bulle is an alternative to Champagne with an excellent price/quality ratio, great history and eye-catching packaging. Travel retail is the perfect place to showcase it.
Travel retail also allows us to aim at wine connoisseurs and consumers with a high-end profile.
What are the challenges?
To find partners to help us develop our brand approach and position Limoux wines in the luxury segment.
Any other comments/developments?
We are participating at the TFWA fairs (in Cannes and Singapore) with our partner Harston Cellars and we envisage participating in the next edition of the WTCE 2012 in Hamburg.
About Sieur d’Arques
In 1531 Benedictine monks of Saint Hilaire abbey in Limoux made the first sparkling wine of the world (in the traditional method) one century before Champagne.
Limoux lies at the crossroads of two climates (Mediterranean and Oceanic) and at the foothills of Pyrenean mountains, offering altitude and freshness. These characteristics allows the Sieur d’Arques winery to produce Chardonnay, Pinot Noir and Mauzac, a local grape variety which was originally used in the first sparkling wine.
Thanks to this historical anecdote, Sieur d’Arques has named its main sparkling brand Première Bulle with a symbolic label, “N°1”. The brand, positioned at the top of the sparkling wine segment, is said to offer value for money and is described as an alternative to Champagne.
The wine is characterised by a delicate sparkling, lingering foam, a controlled acidity, elegant aromas, and a creamy and fruity palate.
Since the 1980s, and thanks to its specific terroir, the company pioneered in Limoux the production of premium barrel aged Chardonnays, the Toques & Clochers brand with a Burgundy wine philosophy, which are produced across four terroirs and 42 “Clochers”. These wines are said to rival the finest appellations in France and are meant to be kept.
This terroir selection approach, in line with the Burgundy philosophy, is designed to reveal the richness and diversity of the Limoux appellation through its Chardonnays and an event in France, the Toques & Clochers auction run by Sotheby’s. Every year a renowned three-star Michelin chef presides over the Palm Sunday auction.
Toques & Clochers wines are served at the best restaurants in the world and have been selected and praised by top sommeliers, the company said.
By covering more than 70% of the total production of the AOC Limoux, Sieur d’Arques is a leading company engaged in a sustainable development approach.
The company’s expertise and its production methods (certified ISO 9001, ISO22000, IFS 5, BRC 5) allow it to do business with leading international players in France, Spain, Italy, Switzerland, Germany, UK, Belgium, Netherlands, Czech Republic, Russia, US, Brazil, Mexico, Hong Kong, Japan, China, Taiwan, Vietnam, India, South Korea, Singapore, Philippines, Malaysia, Australia and New Zealand.
Sieur d’Arques was recently named Best French winery 2012 by Meininger (Weinwirtschaft Magazine), one of the most influential wine magazines in Europe.
For details, contact Hugo Lesizza, Area Export Manager (Asia, Oceania, Eastern Europe, Travel Retail), Sieur d’Arques, tel: +33 4 68 74 70 61, fax: +33 4 68 74 63 14 or e-mail h.lesizza@sieurdarques.com
Visit www.sieurdarques.com
