Clairette de Die: A Modern Makeover for a Classic Wine
Clairette de Die Gets a Refresh: Can This Sweet Wine Win Over a New Generation?
Die, France – The Clairette de Die, a sparkling wine known for its sweetness, is undergoing a major rebranding effort aimed at attracting younger drinkers. With the slogan “La bulle côté nature” (The natural bubble), the AOC (Appellation d’Origine Contrôlée) hopes to shed its image as a dessert wine favored by older generations and position itself as a refreshing aperitif option.”It’s our parents and grandparents who usually bring Clairette,” says Estelle, a 23-year-old law student. “Personally, I wouldn’t bring it to a party. I prefer beers and spirits with my friends.”
Recognizing this generational gap, the Clairette de Die AOC is launching a multi-pronged campaign this spring.
A Modern Makeover
Between May and June, the AOC will distribute promotional kits to distributors, restaurants, and wine shops. These kits will include branded bottle openers, glasses, and spittoons, aiming to create a more contemporary and appealing aesthetic.
Fabien Lombard, president of the AOC, emphasizes the need to move beyond traditional perceptions of Clairette. “We were very institutional until now, and we stuck too closely to champagne’s codes,” he explains. “Clairette is a wine that can be enjoyed as an aperitif, not just dessert.We also need to tap into the booming cocktail trend.”
highlighting Nature and Versatility
The new campaign will also highlight the natural aspects of Clairette de Die. Posters featuring the stunning landscapes of the Vercors Drômois region will be distributed, emphasizing the wine’s connection to its terroir.
Embracing Social Media
To reach a younger audience, the AOC is actively developing its social media presence. Short, engaging videos on Instagram, including cocktail tutorials featuring Clairette, are proving popular.
“I think it’s cool that they’re trying to adapt because we young people consume a lot of cocktails,” says Estelle. “I could definitely see myself making one of those at home.”
In September, the AOC hired a fourth employee dedicated solely to social media growth, demonstrating their commitment to reaching new consumers.
The Clairette de Die AOC has invested €100,000 in this rebranding effort. With 270 winegrowers producing an average of 8.5 million bottles annually, the success of this campaign could have a significant impact on the future of this unique French wine.
Clairette de Die Gets a Refresh: Can This Sweet Wine Win Over a New Generation?
Die, France – The Clairette de Die, a sparkling wine known for its sweetness, is undergoing a major rebranding effort aimed at attracting younger drinkers. With the slogan “La bulle côté nature” (The natural bubble), the AOC (Appellation d’Origine Contrôlée) hopes to shed its image as a dessert wine favored by older generations and position itself as a refreshing aperitif option.
“It’s our parents and grandparents who usually bring Clairette,” says Estelle, a 23-year-old law student. “Personally, I wouldn’t bring it to a party. I prefer beers and spirits with my friends.”
Recognizing this generational gap, the Clairette de Die AOC is launching a multi-pronged campaign this spring.
A Modern Makeover
Between May and June, the AOC will distribute promotional kits to distributors, restaurants, and wine shops. These kits will include branded bottle openers, glasses, and spittoons, aiming to create a more contemporary and appealing aesthetic.
Fabien lombard, president of the AOC, emphasizes the need to move beyond traditional perceptions of Clairette. “We were vrey institutional until now, and we stuck too closely to champagne’s codes,” he explains. “clairette is a wine that can be enjoyed as an aperitif, not just dessert. We also need to tap into the booming cocktail trend.”
Highlighting Nature and Versatility
The new campaign will also highlight the natural aspects of Clairette de Die. Posters featuring the stunning landscapes of the Vercors Drômois region will be distributed, emphasizing the wine’s connection to its terroir.
Embracing Social Media
To reach a younger audience, the AOC is actively developing its social media presence. Short, engaging videos on Instagram, including cocktail tutorials featuring Clairette, are proving popular.
“I think it’s cool that they’re trying to adapt as we young people consume a lot of cocktails,” says Estelle. “I could definitely see myself making one of those at home.”
In September, the AOC hired a fourth employee dedicated solely to social media growth, demonstrating their commitment to reaching new consumers.
The Clairette de Die AOC has invested €100,000 in this rebranding effort.With 270 winegrowers producing an average of 8.5 million bottles annually,the success of this campaign could have a meaningful impact on the future of this unique French wine.