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The 89-year-old Bernard Magrez, owner of over 40 wineries, including Château Pape Clément****, has introduced a new Bordeaux brand, reports the trade magazine Vitisphere . The "Bordeaux 12" is not aimed at wine connoisseurs but is specifically produced for Generation Z, aged 20 to 35. The red "Bordeaux 12" made from 60 percent Merlot and 40 percent Cabernet Sauvignon is designed for beginners: low in tannins and easy to drink. Marketing specialist and advisor to Magrez, Jean-Noël Kapferer, said at the presentation in Paris: "You can call it a post-Parker wine." The white wine of this concept is a fruity-fresh Sauvignon Blanc.
Both wines are to be distributed through grocery retail and are expected to cost between five and six euros. Since the label is crucial when purchasing, strikingly colorful designs were chosen. They feature an abstract painting by street artist JonOne and are meant to "appeal to emotions." This is more important for this target group than knowledge about wine, as Kapferer stated: "The wine lover of yesterday approaches wine through the head. Generation Z wants immediate enjoyment." The labels state: "A new Bordeaux style: light, fruity, and easy to drink."
The name "Bordeaux 12" was chosen because it was the twelfth of 18 samples that convinced the tasters. Magrez, known for aggressive marketing, aims to sell eleven million bottles in France alone within three to four years.
(al)
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