Champagne Deutz has said it wants to get ‘back in the ring’ and somms are key to its fighting strategy in the UK. As one of the founding members of the Syndicat des Grands Marques, Deutz has the history and quality cues down. But, this spring it has promised to ramp up its profile with a targeted PR and marketing campaign.
‘Sommeliers are key to our strategy as Deutz is already featured in many top-end restaurants such as Galvin, I Lombard Street, Skylon, The Connaught, Claridges, Dinner by Heston and The German Gymnasium,’ Ben Wyse, brand manager of UK agents Gonzalez Byass, said.
‘The Champenois love Deutz, and for many sommeliers, particularly the French, it is their own personal champagne. Now we want to show the wines to as many sommeliers as possible, so they all get the chance to choose and list Deutz. In turn, our campaign will encourage diners make a point of selecting it from the wine list.’
Something of a ‘best kept secret’ at the moment, Wyse said consumer tastings this year will be very important for the brand. ‘Everyone who tastes the Deutz range of Non Vintage and Vintage Champagnes loves them – and with a growing list of retail stockists, they are becoming much easier to find and order.’
Based in Aÿ on the southern slopes of the Montagne de Reims, and once a favourite of Queen Victoria, Champagne Deutz prides itself on its personal relationships with its growers.
Last year, it added a Rosé Vintage to the premium Amour de Deutz cuvée category.
Champagne Deutz chairman and CEO, Fabrice Rosset, has trebled production to the current two million bottles per year in the last 15 years.
‘The UK has always been a prime market for us. 150 years ago, it was on everyone’s lips – thanks to the patronage of Queen Victoria. Now we want to develop brand loyalty in the UK once more, and a greater understanding of what makes Champagne Deutz so special,’ he said.
The 2017 communication campaign will be run by Bath-based Co.Co PR, with wine specialists Madeleine Waters and Fiona Campbell at the helm.