Bibendum announces 'game-changing' ex-cellar Bordeaux initiative
Rupert Millar - Source: www.thedrinksbusiness.com
Bibendum has announced a "hugely exciting" new fine wine initiative which will see it offering ex-cellar Bordeaux to the UK on-trade at market prices as part of an effort to re-engage the trade and diners with the classic French region.
Starting from today (Monday 3 February), Bibendum will be offering ex-cellar parcels of "drinking vintages" from Cos d'Estournel, d'Issan and Pedesclaux first, followed by parcels of other châteaux up to a first growth, all at market price, over the coming months to on-trade accounts.
Speaking to the drinks business, Bibendum's CEO Michael Saunders, explained that he had always felt that the way the distributor "worked the market" was very co-ordinated and integrated but the one area that it didn't happen so much was with Bordeaux.
And considering how integral Bordeaux is to the fine wine market in general, he felt there is a sense that many estates have become "very distant from on-trade customers.
Another problem with the spiralling costs of quite a lot of top French labels is that getting hold of mature vintages quickly makes them terribly expensive on restaurant lists – driving them ever further beyond the reach of many customers.
Saunders said he felt there was a need and a chance for the Bordleais to “reconnect” with the on-trade and ultimately their customers and he thought he had hit upon a solution, which also made sense given Bibendum’s connections to some of the UK’s leading on-trade accounts.