International
Vignobles Edonis, the Loire Valley of the future
Since 1957, Cave Robert et Marcel has established itself as a key player in Saumur and Bourgueil wines. It recently decided to launch an umbrella brand called Vignobles Edonis. The aim is to make this terroir shine even brighter by bringing together other winegrowers.
"The aim of this new entity is to get as close as possible to the end consumer by offering immersive activities to bring to life all the sensory richness of the Loire Valley", says Vincent Barraud, Marketing and Communications Director. For this marketing professional, who joined the company five years ago after a career in cosmetics, the facts are clear: consumers are looking for a personalized experience that goes beyond wine tasting to include encounters, sensory and immersive adventures. Wine is still the core business, but it's now part of a larger whole."By 2030, this structure wants to become the player who will bring to life the sensory richness of the Loire Valley," adds Nicolas Emereau, general manager of Cave Robert et Marcel. The events organized since last year, with an acceleration given to the summer season in 2023, should enable the winery to strengthen its ties with wine lovers. Ultimately, the latter will become the future ambassadors of the region's wines.
Even if wine remains the core business of this entity, the future strategy is now focused on "experiential" activities. The brand's ambition is to get as close as possible to the end consumer - particularly millennials - and to experts, by creating innovative tools. For example, it has just launched 20-cl bottles of low-alcohol wine (between 8.5° and 10°) with a fruity, tangy organoleptic profile, sold since last April in packs of 4, aimed at young urban consumers. These slightly sparkling bottles, with their brightly colored labels proudly bearing the words "sans pépin", are marketed under the Vin de France name.
Vignobles Edonis' strategy also has two other focuses. The first is the launch of innovative concepts for experiential stores, including a premium wine discovery service in the cellar and enhanced wine tourism offers (Clos Cristal, visit to a troglodytic house). The second is the creation of disruptive wine distribution tools so that "the end consumer can easily appropriate our products," says Vincent Barraud. We have created an online boutique, www.lesvignoblesedonis.com, and will soon be opening a network of franchised regional stores.
To achieve this, the brand intends to rely on a few confidential nectars, such as the famous Clos Cristal red wine from the Saumur-Champigny appellation. Extending over 10 hectares surrounded by walls - hence the name Clos - it is unique in the world since its founder, Antoine Cristal, had the funny idea, in 1890, of growing vines through walls. Some of the vines pass through a hole in the wall to offer their bunches of Cabernet Franc to the winemaker. On site, an educational trail tells the whole story.In summer, the "Déjeuners d'Antoine" (Antoine's first name) are organized in the form of country picnics.tasting of the famous red wine, as well as evening concerts among the vines, the Murs étoilés (https://lesvignoblesedonis.com/en/oenotourism/les-murs-etoiles).
La Cave Robert et Marcel
The new Vignobles Edonis brand was created by Cave Robert et Marcel. The latter groups together some 150 winegrowers spread over almost 2,000 hectares of vines. It produces three-color wines in over 20 different appellations, including sparkling wines.
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