Looking to stand out from the crowd and boost sales in its home market, French winery Commanderie de la Bargemone has forgone traditional wine bottles and instead opted for packs designed for spirits for the millésime of its Marina cuvée launched this fall.
“We opted for a bottle that was originally destined to house spirits as we wanted something that breaks with convention,” Pierre Sevilla, Sales Director of Commanderie de la Bargemone tells Luxe Packaging Insight.
The clear glass standard bottle (Saverglass, distributed by Verrerie du Contat) features a thick base and flat shoulders. A label (Provetiq) hot-stamped in copper adorns the facing.
“We’re not the first to launch a wine in a bottle with an original design,” recognizes Sevilla, “but these tend to be a tall or flared shape. Within these codes, there are few brands doing bottles based on those meant for spirits.” Commanderie de la Bargemone is aiming for this bottle to become “a reference in the market,” says Sevilla, and plans to rework the label for 2021.
Used for a red (2015), white (2019) and rosé (2019) wine, it is sold exclusively in France, in restaurants, at wine merchants and via the brand’s e-boutique. However, Commanderie de la Bargemone, which was acquired in September 2019 by French businessman André Einaudi, is mainly sold at export. “Today, the US accounts for 70% of our sales and France 30%,” says Sevilla, who explains that the aim is to grow the brand’s presence in Europe; in particular the UK, Germany and in the Nordic countries.
New launches are also on the cards for next year; the brand is currently looking for a bottle to house a new wine set to be released in March. Watch this space.