Bijou brings a taste of the ‘rapidly evolving’ Languedoc to ProWein

Foregrounding “freshness, structure and longevity”, Bijou’s new managing director Edward Vellacott tells the drinks business what we can expect to see from the brand at ProWein this year.

“These regions are entering a new era of recognition, and Bijou is well positioned to help shape that perception internationally,” says Edward Vellacott, Bijou’s new managing director, of the areas in the South of France from which Bijou sources its wines.

After eight years with Bijou, Vellacott has stepped into the role of managing director. A move that represents both continuity and progression. He knows the business intimately commercially, operationally and culturally, and he understands the responsibilities that come with leading it into its next phase.

Considering the perspective Vellacott brings to the sector, he can identify that the wine industry is facing structural change: climate pressure, declining consumption in mature markets and intensified global competition. Walking around international trade fairs every year is a reminder of this.

In fact, his approach is focused on three pillars: long-term partnerships with the best growers, measurable sustainability and strong commercial execution. “Languedoc is evolving rapidly. The quality has come on enormously in the eight years I have been involved with Bijou, so we need to keep building on this,” he says.

In terms of what defines Bijou today, it is “quality, desirability and growth”. For instance, Bijou is now distributed in more than 48 countries, with presence in rooftop bars in Auckland, beach clubs in the Mediterranean and five-star hotels in the UAE. Added to this, Bijou is also the fastest-growing wine brand in incremental volume above £8.50 in the UK.

Vellacott admits that he is very proud that Bijou has achieved this growth without celebrity endorsement or external capital. Instead, it is “the result of consistent quality, high energy levels, disciplined brand building and strong consumer endorsement.”

A deep and developing range

At the Bijou stand during ProWein (15–17 March), buyers can discover the depth of the range. “From our established rosé portfolio to precision-led whites and the Vestige de Bijou micro-cuvées sourced from high-altitude vineyards in the foothills of the Pyrenees, buyers will see a range built around freshness, structure and longevity,” says Vellacott.

In fact, Vestige de Bijou is the company’s “clearest statement on site potential” and the inaugural vintage of Vestige de Bijou Chardonnay outperformed Corton-Charlemagne Grand Cru and Meursault Premier Cru in a major blind tasting competition, Vellacott says. Bijou strives to shift the perception of wines from across the South of France.

The key novelties for 2026 include launches that will be central at ProWein: Éminence de Bijou Crémant de Limoux, as well as Bijou’s move to a lightweight, 410g flute bottle, making it the first producer worldwide to release a rosé in this format. Furthermore, the latest vintage of Lumea de Bijou Rosé from Coteaux Varois en Provence is considered to be “exceptional”, assures Vellacott.

Indeed, he adds: “For the first time ever, only free-run juice was used from organically farmed vineyards”.