Les Dauphins proves that small can be mighty
Joie de vivre has long been a hallmark of Les Dauphins. Its award-winning canned wine means that the Parisian party spirit can be summoned virtually anywhere.
Not every wine drinker will know the name Les Dauphins, but it is likely most will recognise it. Since its launch in 2011, the French wine brand has achieved a truly rare feat: made an impact in the crowded wine scene.
With its 1920s-styled design – evoking the hedonism of interwar Paris – and eyecatching colours, it is a design that immediately jumps out on the shelf. Having purchased a bottle, few consumers would mistake it for something else.
That is not just anecdotal, either. The IWSR’s 2024 ranking of the 10 most powerful wine brands placed it in eighth position.
Clearly, the design has done its job and caught attention. Yet it is not merely an standout graphic employed to significant effect. The branding is innately tied to the wine’s identity.
It harks back to Paris in the 1920s and its joie de vivre. That was, of course, the era of jazz, radical art and good food. Parisian society then seemed the centre of the universe, playing host to the likes of Marc Chagall, F. Scott Fitzgerald and Josephine Baker.
It was also the period when the first cooperatives of the Rhône Valley started to form. Their wines made their way northwards, and so the bistros of Paris were soon laden with bottles from the Côtes du Rhône.
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Les Dauphins is thus more than just a canny marketing strategy – it is a mission to capture something of the era’s joie de vivre, 100 years later.
A celebration for all
Les Dauphins takes the responsibility of flying the flag for its region seriously. It is the most widely available Rhône brand in the UK, available through major retailers like Sainsbury’s, Morrisons, Waitrose and Ocado. Its regular activations in those shops help to bring customers to its spirit of joie de vivre.
Moreover, it is available in a number of styles to meet consumer tastes. Although the average consumer predominantly associates Côtes du Rhône with red wines, Les Dauphins also produces rosé and white examples. The brand has further expanded its range with IGP Méditerranée wines.
Particularly pertinently, Parisian joie de vivre is now achievable almost regardless of location. Whether at home, on a picnic or speeding through countryside on a train journey, Les Dauphins has a suitable option.
That is thanks, in part, to its canned wine. With consumers increasingly desiring small serves and portability, the 25cl non-vintage red is an ideal means to enjoy a convivial occasion even when the fancy glassware is not to hand.
Moreover, the promise is backed up by quality. The product was recently named Best in Class at the inaugural Small Format Masters – a resounding confirmation that good things can come in small packages. Patricia Stefanowicz MW offers her take below.
Les Dauphins Côtes du Rhône Red NV
- Producer: Union des Vignerons des Côtes du Rhône
- Region: Rhône Valley
- Country: France
- Grape varieties: 60% Grenache, 40% Syrah
- ABV: 12%
- Approx. retail price: £3.50/250ml can
- Medal: Gold
The Union des Vignerons des Côtes du Rhône was established in 1965 and has been producing excellent wines ever since. This one, a single-serve version of its Côtes du Rhône AOC red wine, is delectable. The wine has a deepish ruby-coloured core with a hint of garnet on the rim and crunchy red berry fruits with hints of spicy black-and-white pepper, and a tinge of chocolate. Dry but juicy, the palate is medium-bodied and the fruit is supported by lively acidity and supple tannins. Easy-drinking, it’s a perfect accompaniment to barbecued (or grilled) meats. The celebratory packaging is an added attraction.
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