Percy Fox is upping the ante in the branded French wine arena with the launch of a new label, The Grocer has learned.
Selected buyers are in discussions with the Diageo-owned wine business about the Tour des Vins portfolio.
Percy Fox, which already has a large stake in the French arena with Piat, wants to convince retailers that the category needs more branded wines and fewer own labels if it’s to take on the New World.
The concept uses the regions of France - rather than grape varieties - to help drinkers navigate the country’s offering under a single umbrella.
Back labels give information
on the region and other suggestions drinkers might like and can be peeled off so shoppers can use them for reference. Priced between £4.99 and £12.99, the final line up will depend on the gaps retailers want to fill in their ranges.
Emma Chamberlain, marketing manager at Percy Fox, said: “Tour des Vins is designed to take consumers on a tour of different wine regions and it’s done in a very accessible way by regions.
“It targets people who like French wine but are a bit intimidated by it, for example, they know they like Chablis but don’t know why. The way to revitalise French wines is not to copy the New World but to focus on its strengths.”
One wine buyer at a leading multiple said: “France is still a very important part of the market but it needs brands.”
Rosie Davenport

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