Conviviality brings La Burgondie to the UK

By Lisa Riley

Published: 16 March, 2017

The newcomer will be available in the UK off-trade from this spring representing key appellations and crus of La Grande Bourgogne via a range comprising over thirty still and sparkling wines from throughout Burgundy and Beaujolais.

Conviviality is bringing new French wine brand La Burgondie to the UK.

The portfolio, set to retail from £7, is the brainchild of co-operative group La Compagnie de Burgondie - formed in 2015 following a re-structure of some of the key co-operatives in the Burgundy region.

Designed to plug a gap for a brand that was both "commercially viable and consumer friendly", the portfolio's packaging is characterised by the "legendary little knight" that captures the essence of La Burgondie and its heritage.

The co-operative had spotted an opportunity for an affordable Burgundy brand that was "approachable and fully accessible" for consumers, said Bruno Boucher, export off-trade manager for La Compagnie de Burgondie.

La Burgondie would give consumers the confidence to explore the full potential of "this renowned wine region" and encourage trade up within the comfort zone of a "quality and recognised brand", he added.

The UK launch is being supported by a £100,000 push based on a "It's our way of life in a glass" tagline designed to reflect the "passion and commitment" of the generations of hard-working wine-growing communities integral to La Burgondie, said Boucher.

Alastair Pyatt, French buyer for Conviviality, said: "The personalities behind La Burgondie are genuine people with real expertise and a real commitment to quality who have a thorough understanding of the UK consumer and longstanding experience of UK retail needs, as well as an all-important vision for the long term."

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