New brand aims to reignite Bordeaux sales in the US

A new brand of entry-level wines from Bordeaux is launching in the US this week that aims to re-ignite sales for region’s wines in North America.

Be Bordo

The Be Bordô logo has been designed to represent Bordeaux’s Port de la Lune, which launched Bordeaux to the world in the eighteenth century

Called Be Bordô, the brand has a suggested retail price of $10-$12, and is being officially introduced in New York this week through the country’s biggest drinks distributor, Southern Wine & Spirits, who will also launch it in all major wine-consuming states across North America.

The range for the US currently comprises three varietally-labeled wines, each one with a different descriptive titles: ‘Le Fruity Red’ for the Merlot, ‘Le Crisp White’ for the Sauvignon Blanc, and ‘Le Deep Red’ for the Cabernet Sauvignon. (Be Bordô’s ‘Le Pink’ – a Bordeaux rosé – is not being brought to North America).

According to Be Bordô owner Stéphane Quien, who is president of Stephane Quien Wine & Spirits (SQWS), the new brand is designed to be an “accessible, easy-to-understand Bordeaux wine appealing to a New generation of wine lovers”, and comes with “modern, chic and elegant packaging”, housing “round wines with fruit concentration”.

He also said that Southern Wine & Spirits has high hopes that the brand will help re-launch Bordeaux wine consumption in the US, where Bordeaux sales have been in long term decline. (The region’s last US shipment record was in 1985, when 2.8 million cases were exported to North America).

The Be Bordô logo has been designed to represent Bordeaux’s Port de la Lune (the Moon Port), which launched Bordeaux to the world in the eighteenth century, and the wine has been made by Château Merlet winemaker Pierre Larroche.

Be Bordô will initially be available through Liberty Wines Selections, a division of Southern Wine & Spirits, in New York, with additional markets planned for later in 2016.

Be Bordô is owned by Stephane Quien Wine & Spirits (SQWS), a Bordeaux-based wine and spirits merchant.

Currently, the largest, accessibly-priced branded Bordeaux in the US market is Mouton-Cadet, which sells approximately 250,000 cases annually through Constellation Brands, the brand’s distributor since 2005.

4 Responses to “New brand aims to reignite Bordeaux sales in the US”

  1. Fred says:

    This won’t work. They should just label these wines Chateau Le Crap

  2. Kip says:

    Cheap bordeaux with new label. Southern Wines, with Bordeaux, appears to be using an age old trick of scarcity of supply to drive demand. Import duty, distribution costs of 25-30%, retail margins, shipping costs to America and we are dealing with a wine that is on the docks in France that is about $3.50 a bottle. And lets not forget the retailer who is discounting. And tell us all one more time-for the average wine consumer buying $10-$12 at Total Wines why will they be demanding Be Bordello?

  3. Iryna Petrova says:

    What a good idea, for once an easy, affordable, not complicated good value for money wine from Bordeaux !
    I like behind this eye catching modern packaging the poetic and historical idea of Moon Port from Bordeaux.
    Excellent, please carry on ! Santé !

  4. KEVIN says:

    I might give it a try. Bordeaux wine for 12 dollars, that’s pretty unusual. These guys are targetting the average consumer, with an average purchasing power. That’s a big change in Bordeaux wine strategy.

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