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Bijou expands range with Chardonnay from Pyrenean foothills

08 July 2024 By Michael Huband

Though best known for its rosé wine, Bijou says the “nervy style of Chardonnay” proves the winery is “not limited to shades of pink”.

Bijou is continuing the expansion of its Languedoc and Provence wine portfolio by releasing a new white wine. The new Chardonnay, part of Le Bijou de Sophie Valrose range, is produced from grapes grown just outside the Limoux appellation. It joins a Sauvignon Blanc and red and rosé blends under that label.

Edward Vellacott, Bijou’s commercial director, was inspired by his childhood in Toulouse in creating the new release. The Pyrenean hills reminded him of winters visiting the ski slopes as a child. “When we discovered these vineyards with the snowcapped peaks within striking distance,” he explains, “I was immediately captivated.”

However, the decision was more than pure nostalgia. The vineyards produce Chardonnay with Bijou’s desired fresh, bright character. Both the elevation of 400 to 450 metres and the stony clay-limestone soils contribute to that profile.

According to Vellacott: “Limoux and the surrounding area has one of the coolest climates in Languedoc and the wide diurnal range allows for a longer ripening period, essential for producing this nervy style of Chardonnay.”

It also matches Bijou’s brand strategy, which has diversified beyond the rosés for which the south of France is so famous.

“Rosé wines from Provence and Languedoc are extremely popular and have carved out a fundamental space on wine lists in the same way that most on-trade venues will offer a Sauvignon Blanc from New Zealand,” says Emily West, Bijou’s brand and marketing manager. “Whilst we are extremely proud of our award-winning rosé wines, our production is not limited to shades of pink, as the category remains a tenth of global consumption, compared to white wine which represents almost every other bottle”

She cites recent Nielsen data spanning 52 weeks which showed IGP regions, concentrated in the south of France, growing 28.5% in value in the UK market. Moreover, French white wine now accounts for one in 10 bottles of white wine sold in the UK.

“The French wine aisle can be daunting,” she admits. Bijou, however, is placing faith in its accessible brand as it launches the Chardonnay. “Consumers are willing to experiment with new wines,” West believes, “so long as there is enough confidence, either in the brand or in the grape and we believe our approach to refined labelling helps us stand out on the shelf.”

Le Bijou de Sophie Valrose launches in the UK on 8 July, available from Waitrose. “Customers are seeking crisp whites to pair with international cuisine,” says Poppy de Courcy-Wheeler, French wine buyer at Waitrose, “and we are pleased to offer this exceptional wine. Bijou’s lively and precise expression of Chardonnay is a great addition to our award-winning range”