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Posted: Monday, 19 April 2021 22:43

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Chandon heading for Premiumisation with higher Prices

April 19: After the 7-year itch, the 7-starred Chandon has decided on an image makeover with the launch of Chandon Brut and Chandon Rose in Mumbai next month at Rs. 2500 each, as a part of the global strategy to premiumise the bubbly produced in 6 countries including India, writes Subhash Arora who feels that though the price is almost Rs. 1000 higher than the existing labels and a challenge to withstand the Covid heat, Moet Hennessy hopes to capitalize on its brand image and the marketing prowess

Last month when the Nashik -based sparkling wine producer of the now world famous Chandon label introduced the new label, the consumers swooned over it. The chic, contemporary label looks high class and very international. DelWine received several inquiries on its portal as well as Social Media- Facebook @Indianwineacademy and Instagram @wineguyindia from consumers floored by the looks, inquiring where it was available. There was even some light-hearted banter with some suggesting that whenever restaurants introduced a new print Menu, one could expect an increase of around 10%, guessing that a price jump of Rs. 200 would be on the cards.

Well the truth is out, thanks to the excise records where the company has applied for registration of the new label, now displayed at the notice board for a mandatory 15 days. The Price has been fixed at Rs. 2500 for both the variants- almost an increase of Rs.1000 a bottle. This reminds one of the premiumisation strategy of Fratelli which introduced JCB 47 Brut in collaboration with Jean-Charles-Boisset in California, at an astronomical price of Rs. 3500, with a similar strategy in March 2018.

Also Read: Chandon introduces new Design for its Labels in India

The liquid- the blend and residual sugar levels have not changed in the latest Avatar. Says Chandon Estate Director, Rajesh Dixit, ‘the liquid is essentially the same for both the variants as there is no change in the blend or the residual sugar which has been kept between 10-12 grams/litre (the sweet spot for Indians and Indian cuisine and for a majority of sparkling wine drinkers in the world - editor). However, we believe in upgrading the palate and therefore, the dosage liqueur used is an improved version, thanks to our 8+ years of bottling experience. We have also increased the maturation time of the second fermentation in the bottle and bottling, to 20 months. That makes the flavours more complex and in line with the evolving palate of the Indian consumer.’

Also Read: Chandon: Indian Sparkling Avatar of Champagne

Explains Rajesh further,” 'The labels are one of a kind and will be the same across the world. This is the new direction of the next leg of Chandon’s journey and the revision of its identity to suit the evolving consumer and times. Designed in Paris and manufactured and imported from Australia, both Chandon India labels signify higher quality and aim for premiumisation based on revolving market dynamics. This new identity has already been released in Australia and California. We would have done so by now too but had to postpone till the next month due to the current Covid-19 situation beyond our control,’ adding, ‘however, we are confident that when we do roll out, our existing and new consumers will appreciate and love this new phase of Chandon as much as we do.’ 

Chandon Label was first released internationally in 1959-and the new label is designed to harp on the heritage as well. A seven-cornered star has been created, reflecting the 6 overseas wineries and the mother winery in Champagne. With the new identity in Argentina, Brazil, California, Australia, China and India, the sun may never set on Chandon.

Chandon Australia lists both variants at the same price too- A$21 (Rs. 1211) for its club members though with a total maturing time of 15 months (In India it is 20 months). Domaine Chandon club price (at 20% discount) in California is US $19.60. (Rs. 1468). Apparently, different prices of Brut and Chandon Rose (generally higher by 10-15%) create confusion in the minds of consumers in India.

Also Read: Chandon from Moet Launched in Mumbai

Continuing with the policy of no exports from India except Sri Lanka and Nepal, the connoisseurs in these countries will also start enjoying the moniker soon. The winery has no plans to release any other labels to cater to the lower end of the market. Meanwhile, Chandon India is ready to create a big dhamaka in India making producers, importers and consumers sit up and take note.

Keep your glasses chilled to savour and say Jai Ho when you lay your hands on the new bottles.

Subhash Arora

 

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 Comments:

 
 

Mathilde Bertille Says:

 

Dear Subhash,

I hope you are doing great.

Please allow me to contact you to inform you that your Delwine Newsletter is always very interesting and provides us lots of information about the indian market of wines.

We have a TeamFranceExport website where we regularly publish about the new trends, regulations,… of the indian market of wines & spirits & beers for our french companies to keep them updated. We have used some of your articles and obviously gave you the credits. 😊

Thank you for all the information,

Link to one of the article : https://www.teamfrance-export.fr

Have a lovely day,

Regards,

Mathilde BERTILLE

Posted @ April 27, 2021 23:27

 
       
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