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Nicolas Feuillatte appoints Castelnau as part of on-trade UK strategy

Published:  03 September, 2018

Champagne Nicolas Feuillatte has appointed Castelnau Wine Agencies (CWA) as part of its strategy to secure its on-trade presence throughout the UK.

The French Champagne brand, which claimed the deal marked the first time two “such major Champagne co-operatives” had decided to work together in this way, said the partnership would help take Champagne Nicolas Feuillatte to the next level as far as awareness and market presence were concerned.

“We hope to build good on-trade distribution thanks to the dedication and expertise of both our companies. Our existence in the UK was, of late, exclusively confined to retail. Our job is to share our savoir-faire with consumers who really appreciate fine champagnes – just like in other parts of the world where we perform well,” said managing director Christophe Juarez.

In May this year, Juarez told Harpers it was looking to the UK to replicate its success in penetrating the US on-trade with the launch of channel-specific labels, backed by major ongoing investment, promising to deliver “Champagne for the many, not the few”.

In light of the new on-trade range, which comprises Réserve Exclusive Brut, Réserve Exclusive Rosé; Collection Vintage 2008 Brut and a Blanc de Blancs 2008 and special Grand Cru Blanc de Blancs and Grand Cru Blanc de Noirs - all vintage, the distribution deal was a “natural move for Nicolas Feuillatte, said Juarez.

The collaboration would cement CWA’s position in the Champagne market in the UK, said Keith Isaac MW, head of CWA.

“Champagne has always been at the heart of our business success and we are confident in the wines and the opportunities and exposure this venture will bring us to drive sales forward together,” he said.

Earlier this year, Nicolas Feuillatte posted sales of €200 million, down 20% on 2016, which it said was due to wholly self-financed investments made, including the opening of a €25 million visitor centre last summer.