Yvon Mau to bring top Bordeaux wines to mainstream drinkers

Published: 20 June, 2011

French producer and negociant, Yvon Mau, is set to launch a range of Bordeaux wines for both the on and off-trades which it claims will open up appellations such as Margaux and St Emilion to the wider drinking public.

A collection of eight wines is to be released under the umbrella brand name of L'Esprit de Bordeaux that will range in price between seven and 25 euros.

Each wine will carry the name of the specific chateau or producer behind the wine, but all will carry the L'Esprit de Bordeaux brand name on aa label strip and on the bottle neck. The first release will be with the 2009 vintage.

It is part of Yvon Mau's strategy to capitalise on the interest in fine Bordeaux wines, but bring more affordable wines to the public, said Philippe Laquèche, managing director of Yvon Mau.

The overall quality of Bordeaux wine at all levels is arguably the best it has ever been, said Laquèche. He hopes the L'Esprit range can capture that quality and deliver premium quality wines at attractive price points.

"This is where Bordeaux is strong," he said. "This is where we can compete with the New World wines and those from Spain and Italy. Where the emphasis is on the quality, where you can show the expression in the wine, the freshness and the terroir. This is what the US and the UK consumer, in particular, is looking for."

He is confident the L'Esprit range can benefit from the "drip down" effect of the hype over the prestigious Bordeaux names and houses. "But we need to convince the trade to partner
us in helping to re-energise the Bordeaux category. This is an opportunity for everyone to benefit, be it the trade, the retailer and the consumer. It is a win, win."

The wines are currently being sold in to the UK trade with the hope of having them in the market by the end of the year. They include wines from both the Left and Right banks including Chateau Preuillac in the Medoc; Jacques Boyd, Margaux; Chateau Du Val D'Or, Saint Emilion Grand Cru; Chateau Guadet Plaisance, Montagne Saint Emilion; Chateau Ducla Experience, Bordeaux et Bordeaux Superieur; Chateau German Marbuzet, Saint Estephe and L'Autre de Sociando Mallet, Haut Medoc.

"It is making these seven appellations accessible to the public," Frederique Lenoir, marketing manager for Yvon Mau."It represents everything that is good about Bordeaux."

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