Pol Roger augments vineyard holding

Pol Roger has increased its landholding in Champagne by 10% following the purchase of 3.5 hectares in Pierry, Chavaux and Cuis.

The acquisition takes the company’s total vineyard area up to 39ha, and was described by Patrice Noyelle, Pol Roger’s managing director, as a “good opportunity”.

The new vineyards, which comprise Chardonnay and Pinot Meunier vines near Epernay, were absorbed into the business in mid-January, just weeks before Pol Roger completed the final part of its new winery.

With a newly-built cellar and total refurbishment of its existing operations, Pol Roger now has a state-of-the-art winemaking facility containing 188 stainless steel tanks ranging in size from 50hl to 160hl.

Noyelle said the facility would make “selection much more precise”.

He also recorded a successful 12 months for the Champagne house. “Pol Roger grew 7% in 2011 and we put our prices up,” he told the drinks business.

The company sold a total of 1.6 million bottles last year, and Noyelle noted in particular the benefit of the brand’s association with the royal wedding in the UK, where Pol Roger was the official Champagne.

“We never imagined that the impact would be that big,” he said, “but it was unbelievable, and it improved the brand awareness of Pol Roger much more than we thought it would.”

Although Pol Roger never promoted its position as the chosen pour for the wedding of Prince William to Kate Middleton in April last year, the news was broken in the press just days before the nuptials.

Noyelle told db that he had received an order for 600 bottles for the wedding, but swapped it for 300 magnums.

“I served magnums when my children got married and so I insisted they have magnums at the royal wedding,” he recalled.