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Bijou predicts the future of rosé with expansion in the Americas

18 January 2024 By Michael Huband

db speaks with Edward Vellacott, the Provence producer’s international commercial manager, as Bijou builds on success in the Americas.

Founded in 2013, Bijou Wines has already become a notable player in the Provence and Languedoc-Roussillon wine industries. With a range that runs from off-trade staples and canned wines to top medal-winning expressions, the brand has expanded significantly over the last decade. In 2023, Bijou saw significant growth in key markets, including the Americas.

Edward Vellacott, international commercial manager at Bijou, spoke with db to explain of its recent growth in the region and plans for 2024.

Looking back on 2023, what have been Bijou’s key achievements in the Americas?

We’ve achieved significant milestones this year, launching Bijou in several new markets spanning from Manitoba to Brazil. Le Bijou de Sophie Valrose is performing extremely well throughout Canada, and we hope to continue this trajectory of success as we look forward to next year.

Was that brand a key performer for you last year?

Yes – Le Bijou de Sophie Valrose was a standout performer. It showcased its popularity among city dwellers and commuters in New York as well as with tourists in several top hotels and restaurants in the Caribbean and Sao Paulo.

What do you think gave it such a wide appeal?

We were thrilled to see Le Bijou de Sophie Valrose rosé named wine of the month in 15 strategically located stores around Manhattan, which drastically increased awareness for our award-winning and sustainably farmed wines. On the back of this, our floor displays and our elegant labels made a real impact in stores, setting the stage for our latest launch in September: Le Bijou de Sophie Valrose Sauvignon Blanc. The first data is very positive, proving Bijou is exceeding market targets.

It sounds like you’re really pleased with Bijou’s performance last year. Looking forward to 2024, what do you hope to achieve?

2024 is projected to be another exciting year for Bijou. We plan to meet the needs of America’s rich and diverse bar and restaurant scene by launching our immensely successful Éminence de Bijou in this market. Éminence de Bijou, a gastronomic rosé that has already proved it is a firm favourite of many is a perfect entrant to on-trade locations across America.

Do you have any target demographics for that launch?

We will be looking initially to the eastern seaboard, and Miami due to the sheer strength of interest in the Caribbean and Brazil. Its complex and tannic nature is robust enough to support and perfectly complement the myriad of high-quality cuisines America’s on trade has to offer. We believe it is already leading the category in disproving the notion that rosé only pairs with light summer salads.

Are you planning to expand your range?

As a young and dynamic company, we always innovate based on the needs of markets and customers, and we owe our success to this model of innovation. On that basis, we are expanding the Éminence de Bijou range. We have two new varietal wines, a Pinot Noir and a Chardonnay, both well-performing varieties in the USA. They will add the same tannic structure and complexity through partial oaking that Éminence de Bijou is known for. These two exciting wines will be showcased at Wine Paris and Prowein, so be sure to come and find us there to find out more.

Are any of the other ranges due for expansion?

We will also be introducing two more exquisite varietals to our multi-award-winning Le Bijou de Sophie Valrose range. The first, a stunning Macabeu from the Côtes Catalanes, is a perfect choice due to the heritage this grape variety has in the Languedoc-Roussillon region. This Macabeu reflects the typical regional character and is dry and crisp with a notable freshness. We have also managed to produce a very small quantity of a sensational Pinot Noir rosé from the higher altitude vineyards of Limoux.

The final addition is a Vermentino from the Agly Valley. The schist soils and early morning harvesting techniques preserve the structure of the grapes. Ripe fruits and a fine acidity are marked in the wine and we are confident this new addition for Bijou will be a firm favourite in the Americas and beyond.

How can buyers discover more about the range?

The trade fairs are fast approaching, and the team will be on hand to give tastings and inform any visitors to our stand about the new wines, so we hope they come and see us. We intend to surpass the successes of last year and develop in the truly fascinating American market.

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