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Champagne de Castelnau to drop the ‘de’
Champagne de Castelnau is to repackage its entire range and drop the ‘de’ from its name as it marks 100 years since the brand was created in 1916.
Champagne de Castelnau is to become Champagne Castelnau to mark its centenary
Speaking to the drinks business at the launch of the Champagne’s new prestige cuvée in London earlier this month, managing director of the house, Pascal Prudhomme, expressed his intention to modernise the image of de Castelnau this year, which is the centenary of the brand’s foundation.
Having unveiled the latest addition to de Castelnau’s range – a multivintage blend called Hors Catégorie with an RRP of £85 – he told db, “We want to refresh the packaging of de Castelnau, and we working on that for the next six months of this year.”
Continuing he said, “We are in very strong competition in the UK with Prosecco, and it is important to think about the packaging and have something nice that is more interesting than classical bottles of Champagne.”
The new branding can be seen on the Champagne’s latest launch: the Hors Catégorie multi-vintage prestige cuvée
As can be seen on the front label of the new prestige cuvée, the house is listed as just ‘Champagne Castelnau’, with a double ‘C’ logo beneath.
Prudhomme explained, “We go rid of the ‘de’ on Hors Catégorie so it is just Champagne Castelnau, and on the gift box, while it still says Champagne de Castelnau, the ‘de’ is very small and in time we will drop the ‘de’ across all our range; we will become Champagne Castelnau.”
Continuing he said, “There is no justification in using what is linked to a certain noblesse – that is not necessary for us because our noblesse is inside the bottle, not on the label.”
However, he also noted that today Champagnes with ‘de’ in their brand are associated with inexpensive supermarket Champagne private labels, rather than aristocratic families.
“We find today that there is a ‘de’ in a lot of supermarket Champagne labels in France,” he stated.
Click here to read more about the launch of the Hors Catégorie Champagne.