Château de Pommard Reboots Burgundy

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A New Brand Image Sets the Stage for the Future

PARIS, FRANCE (July 19, 2017) – The most influential voices and connoisseurs in the French wine industry gathered to celebrate. Celebrate what ? The brand relaunch of Château de Pommard, a cherished Burgundy wine estate founded in 1726. The newly renovated Hotel de Crillon, located in the heart of Paris, provided the perfect setting to host the event. Two iconic French brands, both undergoing a successful 21st century reimagining.

Since Benedictine monks began producing wine in the first century ᴀᴅ, Burgundy producers have preserved a traditional and low-key approach in how they connect with their customers. Bottles, labels and brand designs haven’t changed in more than 100 years. But, according to the Wine Market Council, more than 42 per cent of wine consumption today is by consumers in their 20s and 30s.  These new wine consumers are different. They view wine as a social encounter. Critics’ ratings don’t much matter as they decide what is quality.  And these young connoisseurs are searching for engaging relationships with modern, trustworthy brands.

Two years ago, Famille Carabello-Baum, the new proprietaires, sought to evolve the typical Burgundy branding concept.  The family partnered with Eric Chalvin, founder of Annecy-le-Vieux based Delenvie, on the bottle design. They also worked with the Paris-based Appartement 103, on the labels and packaging elements. Château de Pommard aims to set the stage for the future of Burgundy’s wine industry. Thanks to our innovative approach to engage customers with alluring modern aesthetics, entertaining experiences and complete transparency.

“What’s impressive about the new Château de Pommard brand is its sensitivity to the modern consumer. Those who care equally about beauty and originality as they do about nature and sustainability. The new bottle is stunning, but the focus on natural practices and pure expression of terroir is the most important,” commented Gérard Margeon, Head Sommelier and Executive Wine Director at Alain Ducasse’s restaurants.

The Bottle

“Our mission was to explore how could we bring the traditional Burgundy bottle into modernity while retaining the classic feeling,”  Chalvin explained. “Building the new brand from the inside out, starting with the bottle, enabled us to rethink everything. The new bottle is avant-garde, which perfectly expresses this momentous evolution of Château de Pommard.”. Revealing the new bottle’s iconic shape, the shoulders are now higher and taper to the bottom of the bottle – offering a more slender contour. The traditional lip at top of the bottle has also been removed. The neck now flows upward and outward, further enhancing the modern elegance of the shoulders.

The Packaging

With the concept of the new bottle in hand, the family set out to revamp the Burgundy wine label. For almost two years, the team undertook extensive trials and design approaches. They aimed to find the perfect solution and take Burgundy tradition to the next level. “The first priority was to build an inspiring brand philosophy that would resonate with the new wine consumer and guide all our packaging strategy,” commented Julien Zylbermann, Founder of Appartement 103. “When we first began working together, we immediately understood that Château de Pommard had everything in its roots to become a top luxury brand. It has an incredible heritage and savoir faire, producing some of the most exquisite wines in the world. It’s a brand that has a very direct relationship with its customers. The new bottle and packaging embraces that intimacy in a modern way that captures the passion of Burgundy winemaking.”

The Future of the Brand

“Consumers today are surrounded by brands that are guided by a sense of purpose. They seek to form trust through transparency in everything they do,” explained Michael Baum, CEO of Famille-Carabello-Baum. “Our vision is to resonate with a new generation of wine lovers who are drawn to the convivial Burgundy lifestyle and seek a harmonious relationship with nature, all within a brand they can trust and deeply engage with.” The family is working with a talented team of sommeliers and Wine & Spirit Education Trust professionals to create a destination where expert wine education and entertaining experiences go hand-in-hand. Earlier this year, Château de Pommard launched six immersive Wine Experiences designed for novices, intermediates and seasoned wine enthusiasts. The experiences offer unique insights into the untouchable world of Burgundy’s terroir as well as the Château’s conversion to biodynamic winemaking.

The family is working with a talented team of sommeliers and Wine & Spirit Education Trust professionals to create a destination where expert wine education and entertaining experiences go hand-in-hand.

“Built within a unique wine destination, the newly branded wine experiences of the Château de Pommard allow novice visitors and seasoned enthusiasts alike to (re)discover wine education in a prestigious Château. Part of the UNESCO effort to promote the Climats of Burgundy, the renewal of Château de Pommard is a major new asset for France to attract wine travelers from all over the world,” stated Martin Lhuillier, Head of Wine Tourism at Atout France, the French National Tourism Development Agency.

All three of the family’s Clos Marey-Monge wines (Vivant Micault, Clos Marey-Monge Monopole and Simone) and all of the Family wines, produced within the Côte de Nuits and Côte de Beaune, are available in the new bottle and branding, starting with the treasured 2014 vintage.

About Famille Carabello-Baum and Château de Pommard

Founded in 1726, Château de Pommard remains one of the most iconic and visited wine estates in Burgundy. Clos Marey-Monge, at the heart of the domain, has been producing one of the greatest expressions of Pinot Noir for more than two millennia. In July 2015, UNESCO declared the Clos a World Heritage protected Climat of Burgundy. The 20 hectare clay and limestone rich terroir makes it the largest and most interesting monopole in the Côte d’Or. It is from this terroir that Famille Carabello-Baum distill the very essence of Burgundy.

The family produces three highly-acclaimed estate wines – Vivant Micault, Clos Marey-Monge Monopole and the limited production Simone. The family also produces Grand Cru, Premier Cru, Village and Bourgogne wines from more than 20 AOCs across the Côte de Nuits and the Côte de Beaune. In 2014, the Carabello-Baum family of San Francisco became the fifth family to guide the estate. In two years, the Château has undergone a remarkable transformation. It established itself as the ultimate wine education destination where everyone can experience the beauty of Burgundy as nature intended.

For more information, visit www.chateaudepommard.com

Media Contacts:
US and UK: Julie Albin, julie.albin@chateaudepommard.com +1 661 373 2748
France: Estelle Bidault, estelle@chateaudepommard.com +33 (0) 6 73 91 77 79

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