Champagne Castelnau reveals contemporary look

By Lisa Riley

Published: 10 May, 2017

Castelnau has received a contemporary makeover as part of e new strategy to widen its appeal.

The revamp, which followed 12 months of research and development, comprises updated labels, new gift packaging and trade communications material - all designed to deliver a “boldly creative new language” for the Reims-based House.

In a bid to move the brand away from “more traditional” Champagne cues, the word ‘de’ has been erased from the brand name and a new logo featuring two linked letter Cs - for Champagne Castelnau - has been embedded in a black drop motif to signify the ‘bead’ of Champagne.

Going forward the different styles of Champagne from Castelnau will be identified via different colours of an additional drop motif on marketing material.

The changes had been designed to capture the “expertise, inventive creativity and audacity” that had long been hallmarks of Castelnau, which celebrated its century last year, and would take the brand forward by entering a new era of communication,” said managing director Pascal Prudhomme.

“The new concept is based on two things: our roots, signifying the quality of our wine, and our soul, signifying our audacious attitude, embracing the unusual or the unexpected.”

Internal audit of Castlenau had identified an opportunity to extend the brand’s consumer appeal, he added.

Champagne Castelnau is available across the on-trade and from a selection of off-trade outlets via its UK subsidiary, Castelnau Wine Agencies.

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