Maison Sichel signs Amazon deal to boost off-trade sales

By Gemma McKenna

Published: 26 November, 2014

Maison Sichel has signed a deal with Amazon for five of its wines, with a special focus on flagship brand Sirius, in an effort to revitalise the brand after its UK off-trade distribution "ran out of steam".

This is the first time the Bordeaux producer has worked with the online giant, which export director Charles Sichel describes as "exactly the boost we are looking for".

Charles Sichel Sichel believes the Amazon deal will revitalise its UK off-trade salesAfter getting off to a flying start in the UK off-trade, Sirius

Sirius was first released in 1987 by Peter Sichel, who wanted to show that although character comes from the soil, quality is closely linked to winemaking. The label is illustrated with the Dog Star, Sirius, the brightest star in the solar system. The grapes for this brand are aged in the same way as the Grands Crus Classés of the Graves and Pessac-Léognan.

Charles Sichel said: "Sirius got off to a flying start and the quality has always been there - it's won some 90 medals including 16 gold, making it one of the most frequently awarded Bordeaux brands but distribution in the UK, especially in the off-trade, ran out of steam. The new partnership with Amazon is exactly the boost we are looking for.

"Sirius broke the mould back in the late 80s and Amazon is doing new things in wine retailing so there is a parallel. Wine is a relatively new departure for Amazon and it's interesting for Sichel to be working with them at this stage. The distribution channel seems perfect for the brand.

"I'm looking forward to seeing how it works. I certainly want Sirius to be brought to a wider consumer market in the UK."

Speaking at Harpers France Summit last month, Tim Wilson, managing director of the Wilson Drinks Report, described Amazon as the "tiger in the grass", listing 22,000 wines, of which 3,000 are French, in the UK. "I expect a lot more achievement from Amazon - online is one of the biggest opportunities for France going forward," Wilson said.

Sirius will continue to be distributed by Fells in the on-trade. Sirius 2011 Red is available to Amazon customers at £9.49 per bottle in a case of three.