JP Chenet, owned by Les Grands Chais de France, has launched its first redesigned bottle in 41 years.
The revamped 75cl bottle, which will be 30% lighter than the previous format, will initially roll out to Canada and the UK, as well as the brand’s Nordic markets, in the New Year. Production of the new bottle has moved from Landiras in France to the brand’s Petersbach site in Alsace, supported by investment in upgraded production lines capable of producing 300,000 bottles per day.
The relaunch will be supported throughout next year by a revamped website and a programme of consumer-facing activity, including a UK “tour of wine dinners”.
“The lighter bottle advances our sustainability targets, while the new identity and consumer experiences reflect what today’s drinkers want: authenticity, inspiration and simplicity,” said Les Grands Chais de France marketing manager, Henry Colyer.
Earlier this week, French wine group Advini commenced exclusive negotiations with the Cordier by InVivo business to combine parts of their operations.
