Reims-based champagne house, Castelnau, has unveiled new packaging and a fresh creative concept for its wines, including a new logo, as part of an ambitious growth strategy. The maison, which celebrated its 100th anniversary in 2016, was previously known as 'Champagne de Castelnau'.
'Celebrating our centenary last year gave us the opportunity to reflect on our journey ahead,' said MD Pascal Prudhomme. 'An internal audit of our brand showed great loyalty from our current customers, plus the opportunity to widen our appeal to new customers.
'Our ambition is to sell one million bottles by 2020 and two million by 2025, so reaching an extended audience is key,' he added.
The new-look label has moved away from traditional champagne cues, with a cleaner, more modern style, featuring a 'rain-drop' motif to signify the bead of the champagne.
The different cuvées in the range are colour-coded. Following the erasing of the word ‘de’ from the brand name, the new logo comprises two linked letter Cs for 'Champagne' and 'Castelnau'.
'The new concept is based on two things: our roots, signifying the quality of our wine, and our soul, signifying our audacious attitude, embracing the unusual or the unexpected,' explained Prudhomme.
Champagne Castelanu works with an extensive network of growers in the region, who collectively own over 900 hectares of vines across 149 different crus. Its champagnes are available in the UK through Castelnau Wine Agencies.