April 02: Chandon India is set to introduce a brand new, chic label for its sparkling wine, ostensibly for the first time since it was launched in Mumbai in October 2013 and introduced Pan India in 2014, with an updated, attractive packaging that is as palatable to the eye as the bubbles within, writes Subhash Arora based on the Press Release yesterday on 01 April, which says that the new labels will be available at the Retail stores Pan India from this month onwards
The Press Release of April 1, the traditional Fools’ Day, announces the introduction of a fresh core label design, reinforcing the brand's high quality and consistent craftsmanship. The refreshingly crisp label hopes to create a refreshed brand identity. The change is the first time since its inception though it had introduced interesting promotional labels designed by the fashionista, Manish Malhotra in 2017.
The design was perhaps an answer to the Indian-motif based label of Il Tropicale Brut, introduced by Sula Vineyards in 2015 at its Launch and which has not changed since then. The company chose to announce the new label on April 1 perhaps because the new, modern winery was formally inaugurated seven years ago on 01 April 2014, using latest technology and seemingly superior winemaking processes that assured a better product and tough competition to the existing players.
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CHANDON's innovative new visual identity pays tribute to the brand's global community with its iconic seven- point 'star,' visible in the middle of the capsule (foil) on top and representative of its six globally located wineries across Argentina, Brazil, California, Australia, India and Ningxia-China. It is known for its pioneering spirit- always ready and excited about exploring new opportunities. The label celebrates its premium brand position claiming to be the world's largest sparkling wine vineyard surface area of 1400 hA dedicated to growing grape varieties only for the bubblies. (Although Henkell Freixenet claims to be the largest sparkling wine company in the world by volume and value, selling 262 million bottles of sparkling wine in 2019, according to IWSR figures -editor)
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Its new identity boldly reinforces the brand's unparalleled quality and consistent craftsmanship. The dynamic new look and feel of the label reflects the brand's values while pleasing existing consumers and attracting adventurous new customers with its eye-catching vertical design. It would hopefully inspire other domestic producers to relook at the labels of their sparkling wines. Retail customers in India-especially young novices and women have been enticed more and more by the labels designs on the wine bottles.
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Sibylle Scherer has been the Global President of Maison Chandon since December 2018. She says, ‘The launch of our new brand identity heralds a new era, reflecting the values we defend and protect – courage, collaboration and inspiration. Since 1959, we have not stopped pioneering, searching for unexpected countries (India and China?), innovating our techniques to delight our customers. Today, we are a happy and diverse community of explorers with winemakers of 7 nationalities (including France) across 6 countries spanning 4 continents. We areproud of how our brand has been evolving in the last 60 years and confident of its upcoming journey, especially in India.’
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After the first crush at York Winery, the production was shifted to the new winery in Dindori in 2014. Besides winning several accolades, the Rose Brut, a personal favorite since the Launch in Mumbai, was chosen as the Best Indian Sparkling wine at The Champagne & Sparkling Wine World Championships (CSWWC) 2020 held in London in November, 2020.
Maison Chandon was established by Moet et Chandon in 1959 by Robert-Jean de Vogüé to focus on the production of sparkling wine across the world, starting with Argentina the same year. Indian Launch had preceded that in Ningxia, China though production was started at more or less the same time.
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The new packaging for the Chandon portfolio will start to appear on shelves at retailers nationwide from this month onwards.
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