Pantone collaborates with Bordeaux’s Famille Bouey on rosé

Colour specialist Pantone has collaborated with Famille Bouey in Bordeaux on a rosé range inspired by two of its shades of pink to help the estate connect with a younger audience.

As reported by Vitisphere, New Jersey-based Pantone has signed a co-operation agreement with Famille Bouey, based in Ambarès, on its new rosé brand that takes two Pantone hues as the inspiration for the flavour profile of the wines.

Called ‘Colors’, the rosé range includes Colors 721, a single varietal Merlot AOP Bordeaux based on Pantone 721; and Colors 719, a single varietal Grenache IGP Méditerranée inspired by Pantone 719.

Housed in a tall, slim, curved bottle, the wines have been created to appeal to on-trend, digitally-savvy millennial and generation Z consumers.

“With Colors, we didn’t just want to add two new rosés to the category. From the outset, we gave thought to the consumer and the customer experience”, Bouey’s marketing manager, Frédéric Louis-Maugeais, told Vitisphere.

To create the wines he asked Pantone to pick two shades from within its pink colour spectrum then tailored the supply specifications accordingly.

“Rosé is a wine bought on the basis of colour, style or the eye-catching allure of the bottle and the name of the brand”, Stephane Lefevbre, managing director of the Bouey negociant business, told Vitisphere.

The estate is hoping that Colors 721 will help to put Bordeaux rosé on the map, which has thus far struggled to carve a niche for itself, while rosés from Provence and the Languedoc continue to attract global consumer interest.

An in-depth look at the latest developments within the rosé category will appear in the June issue of the drinks business.