Château Lanessan, and its new branding strategy

by Eve Resnick on July 5, 2011

in International Markets

Château Lanessan in Haut-Medoc near Bordeaux is one of those discreet and high quality family owned estates you hear about from time to time.  But it deserves more attention that it gets.

Lanessan belongs to the Bouteiller family. It was run for the last 30 years by Hubert Bouteiller, brother of Bertrand Bouteiller who ran Château Palmer for 30 years. The Bouteiller family is established for several generations in the wine business. When Hubert retired, the family decided to bring to its management a young Spanish woman, Paz Espejo who had an international experience. Graduated in oenology as early as 1994, Paz started her career in Spain and Italy. She then settled in Bordeaux where she worked for Calvet and Cordier merchant firms. She learned to present their various wines on international markets until she was called to become director of Lanessan in 2009.

I already had the pleasure to meet Paz when she was working for Cordier. Energetic, passionate and professional, she struck me as unusual in the quiet wine scene of Bordeaux. That’s why she seems to be the right person to awaken the sleeping beauty of Lanessan. Knowing marketing as well as vineyard management and wine making, she put herself at work as soon as she got to Lanessan.  Besides her new two vintages (2009 and 2010) made in a rather different style, she worked on the image of what is now called “Domaine Bouteiller” with a new logo and includes Château Lanessan and its second wine, Les Calèches de Lanessan as well as Château de Sainte-Gemme.

A new graphic identity was created for the web site and all the communications. Orange is now the basic color of all promotional materials because it symbolizes energy, sociability and a modern creative approach. The labels are more contemporary. For Les Calèches de Lanessan, a horse-drawn carriage is used in reference to the family collection of carriages.

This new branding strategy is discreet enough not to bother existing customers but bold enough to attract younger consumers to Bordeaux wines of high quality sold at a very decent price, around $20 a bottle. Who said you cannot find a great Bordeaux wine under $25?

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