This is called having a nose. Leaving a phmre tank « “test” Covid », Bordeaux winegrower Jean-Christophe Mauro, owner of La Chapelle Brard (68 hectares of organic Saint-Quentin-de-Caplong), humorously surfs the coronavirus pandemic (and its symptom of loss of smell), while going back against the current the commercial difficulties of red PDO wines (especially from Bordeaux). pure, its label offers a ” manual “ dcal to « “test” Covid […] take strictly on the tone of humor “ : “Pour yourself a tall glass of wine and smell it.” If you can smell it, taste it. If you can smell it and taste it: you don’t have the Covid !!! * ”.
Identified by FranceBlue Besanon, this vat is a real commercial success. “Selling a bottle with a distinctive visual is easy. What is interesting is that the consumer is coming back ” underlines Jean-Christophe Mauro. The challenge is taken up by the wine merchant of the Barthod house, Besanon, who indicates Vitisphere what “Customers first bought this wine for its funny aspect. But they came back for everyday consumer purchases. Jean-Christophe Mauro got it right, he offers a 2016 Bordeaux wine ready to drink € 8.75. ” Wishing to see more Bordeaux wines take this route to reconnect with consumers, the wine merchant indicates that he has already sold 350 bottles of « “test” Covid » and stock up on 160 additional bottles.
With a limited edition of 2,800 bottles, the Chapelle Blard has only 100 bottles left of its « “test” Covid » (600 bottles to leave for the Runion) and plans to re-label remaining 2015 vintage bottles to meet demand. If this vat is dry, it is not a fleeting galjade for Jean-Christophe Mauro, who is seriously following a real strategy. Occupying the label niche « transgressives » Bordeaux (a blanc de noirs “Censur”, “le Vin qui claque sa mre” (in addition it’s organic), clairet OOops …), the winemaker explains that he does not just want to have fun being dead, but meet a young and uncomplicated target.
“It is very important that our AOC is able to show that it can dispel itself” underlines Jean-Christophe Mauro, recalling that “When you look at Bordeaux labels, they have changed little for fifty years. We have five diagonal rows of vines, a castle and gold / silver gilding. We stood still as society evolved. ” Modernizing the labels to respond to younger and less traditionalist targets, the winemaker does the same for the profile of his wines.
“Slows down consumption“
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Also offering a range of sophisticated wines for connoisseurs, Chapelle Brard intends to seduce wine lovers by betting on easy-to-drink bottles, which “Do not need aeration and go well on a TV tray and pizza, which corresponds to the reality of consumption today” emphasizes the organic winegrower. Iconoclast, Jean-Christophe Mauro relies on feedback from consumers he collects in salons: “Bordeaux we are in a closed circuit between winegrowers, brokers and traders who always say the same thing to each other. But the difference is important with final demand. We start from the premise that people know wine and we miss the first contact with the consumer by offering him a wine that is too technical. “
“My hope is that this approach will make mules among my colleagues” concludes Jean-Christophe Mauro. Her two sons, aged 20 and 22, are already seduced and are involved in the property.
* : “Yesterday evening I took the test several times and it was always negative” continues the label.
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