Karl Lagerfeld to design Rauzan-Segla 2009 label

Chanel creative director Karl Lagerfeld is rumoured to have been commissioned to design the 2009 label for Château Rauzan-Ségla.

According to a source at a reputable London fine wine merchant, the German fashion designer will create a bespoke label for the ’09 vintage to celebrate the château’s 350th birthday this year.

Rauzan-Ségla was bought by Chanel in 1994, so a hook-up with Lagerfeld would be a natural move for the Margaux second growth.

Sandrine Bégaud, public relations manager for Rauzan-Ségla, was unable to confirm the collaboration, but said: “It is our 350th anniversary this year and we are trying to design something new for this particular birthday. It is just an idea, nothing real for the moment.”

With the continued importance of the Asian market, a Chanel label could spell success in China.

Last October, when Château Lafite announced it was to put a Chinese figure eight on every bottle and magnum of its 2008 vintage, case prices went up by nearly 20% overnight.  

A Lagerfeld label would have immediate appeal in China, now the fastest-growing consumer of leather goods and jewellery worldwide, where Chanel is the second most lusted-after luxury brand behind Louis Vuitton.

“Rauzan-Ségla hasn’t been selling well in China, so a Chanel label would certainly give it a boost,” believes Simon Staples, sales director for Berry Bros & Rudd.

Lagerfeld is no stranger to drinks design – he recently designed a trio of limited edition Diet Coke labels for Coca-Cola, and collaborated with prestige cuvée Dom Pérignon to create a bespoke, gold-studded bottle, dubbed “A Bottle Named Desire” for the 1998 vintage, as well as shooting the ad campaign for the Champagne.

For an in-depth look at the importance of Bordeaux labels in China, see the May issue of the drinks business.

Lucy Shaw, 21.04.2011