Les Grands Chais de France extends #1 French varietal brand JP Chenet to target new drinkers and appeal to existing audiences

Les Grands Chais de France, owners of #1 French varietal brand, JP Chenet, is extending the brand’s franchise by taking it in a new direction to target a younger Millennial audience with a fun-loving female bias, whilst also jazzing up the brand’s current line up with new formats, styles and varietals to ensure it continues to appeal to its sizeable existing audience. 

Launched in 1984, JP Chenet has achieved exceptional global success and icon status with its former, instantly recognisable, curved bottle neck. Today, the brand’s retro cool and 35-year French heritage means JP Chenet is still a huge hit with UK wine drinkers. To maintain this popularity and increase engagement with both new and existing audiences, Les Grands Chais de France is spicing things up across the range with new, innovative propositions; introducing international varietals into the range such as JP Chenet Pinot Grigio from Hungary, as well as smaller formats such as the 200ml JP Chenet Ice Edition Rosé,which has already seen phenomenal success.    

In the spring, a nationwide marketing campaign launched focusing on strategic brand partnerships in the fashion and beauty world. The campaign has been developed to demonstrate JP Chenet’s fresh brand dynamism and to increase visibility and exposure amongst a new younger, female focused target market.

#Treatmoi events with instagrammable props

These trendy brand tie ups have included the sponsorship of LoneDesignCub.com’s concept store launch party at London Fashion Week and the VIP lounge at the National Wedding Show’s Autumn series covering four shows in London, Birmingham and Manchester, and the launch party of en vogue hairstyling destination, Duck & Dry Xpress at Primark’s flagship Oxford Street store. #Treatmoi JP Chenet invite-only activations at Duck & Dry in Mayfair, London and WhiteHaus, Liverpool saw beauty and fashion influencers sipping JP Chenet mini bottles – the format for which the brand is leading in the convenience channel – with a (paper) straw while being pampered in colourful instagramable salons. 

JP Chenet Ice Edition Rosé mini formats ideal for weddings

Also, to ensure JP Chenet constantly connects with its new younger, female audience, an Instagram page @jpchenet_uk has been launched which focuses heavily on the brand’s bright, pastel colours and fun, female focussed content.

Mark Kears, MD UK & Ireland for Les Grands de France, says, “This exciting new extension of JP Chenet ensures that we extend our franchise with core consumers and at the same time grow our relevance with a younger more urban audience.”

Follow JP Chenet on Instagram @jpchenet_uk

For more information please visit: www.jpchenet.com

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