Jacquart strives for simplicity24th May, 2012 by Martin Crummy
Jacquart Champagne is to continue to develop its clear brand code as it strives to strengthen a premium international positioning.
Laurent Reinteau, managing director of Champagne Jacquart told the drinks business: “Last year we revamped the world platform because I am convinced we need to make the brand profile simple.”
“When you are a small company like us, Champagne is all about blend and getting that right. The consumer is smart and unlike (still) wine who can produce 10 or 15 types of wine on the shelf, with Champagne you have to make it simple.
“Another thing I am convinced about when communicating with your consumers – you have to be smart and make your brand consistent so that consumers can point out that it is definitely Jacquart on the shelf.
“We have a clear brand code now and we want to continue that into this year.”
The Champagne Jacquart empire is responsible for 8% of all Champagne production and in 2010 it set its sights on the UK on-trade by linking up with Enotria. It has continued its relationship with the UK market with the launch of a cooler bag for the Queen’s Diamond Jubilee and the picnic season.
The brown and green jacket will be available both in the off-trade and the on-trade, but is particularly targeted at retailers and it can keep bottles cool for about two hours.
Showing at the London International Wine Fair through the Enotria stand, Reinteau insisted that this relationship is very important to the overall aims of the company.
He said at the fair: “At the London International Wine Fair it is a good way to be present with Enotria because the way I see it it gives us a local connection to the fair which helps us connect to the people here.”
“We are trying to grow the international importance of Jacquart as a premium international brand and to do that we have to strong assests on the production side.
“The vine growers are very traditional, we want to product a Champagne from the vineyards and the growers really own Jacquart Champagne and that is the essence.
‘It means we have complete control from the vineyard to the bottle and when you have that you can really deliver the quality you desire. We can continue the Jacquart style.
“We want to have continuity of the style and always be able to deliver premium quality.”