William Fèvre releases ‘hipster’ Chablis
22nd October, 2014 by Lucy Shaw
Chablis producer William Fèvre has released a limited edition glow-in-the-dark bottle aimed at “hipsters” in a bid to attract younger consumers to the brand.
The bottle of William Fèvre Limited Edition Hipster Chablis 2013 is illustrated with ultraviolet ink and glows under UV lighting revealing a graffiti-style design.
The 12.5% abv wine is aimed at clubbers and partygoers and is available in the UK through online drinks retailer 31Dover.com priced at £16.99 a bottle.
“Hipster Chablis is an immensely enjoyable wine from a well-regarded estate, displaying crispness and delicacy.
“The distinctive look only adds to the experience,” said Richard Brierley, drinks consultant at 31Dover.com.
Its makers describe the wine, which is aged for eight months in stainless steel, as boasting a “refined bouquet of citrus and acacia” along with “richness and minerality that are characteristic of the appellation.”
In addition to its glow-in-the-dark design, the bottle also has a QR code on the back that links to a 360° animation and a level indicator allowing clubbers to monitor how much of the wine they have drunk.
Along with the UK, the wine is on sale at bars, clubs, restaurants and retailers across France.
With the Fèvre family having made wine in Chablis for over 250 years, William Fèvre produced its first vintage in 1959.
Now owned by Champagne house Joseph Henriot, the domaine includes 15 hectares of grand cru vineyards.