Cafe De Paris gets a makeover

28 October 2020

InVivo Wine, which acquired the brand from Pernod Ricard on January 31, 2020, lost no time: convinced of its potential, the teams have worked hard in recent months to make it one of their flagship brands, alongside Cordier, Maris and Canei.

Relooking of the bottles, new recipes, supported by a vitamin-packed advertising campaign. Café De Paris is transforming itself with the ambition of becoming one of the effervescents that count.

 

A complete makeover of the product and its bottle

Silent for several years, the emblematic brand is finally making a name of itself. Before that, it was necessary to dust off, update, the product and its container.

On the design side, the modernized monogram becomes an essential aesthetic element, declined in the colors of the different products of the range. As for the Art Deco trend, it has been updated.

On the product side, after a major consumer survey, the "juice" has been reworked by InVivo Wine's winemakers. " We believe in wines that listen to the consumer and not the other way around." says Bruno Kesslet, our chief winemaker. The result is a product that is fruitier, more floral and more up-to-date, to appeal to younger consumers who are particularly fond of prosecco.

Café De Paris now offers a range of 4 quality sparkling wines: brut, demi-sec, rosé and, for the first year, an organic white brut. There is also a range reserved for the out-of-home network with a brut and a rosé with a specific design.

 

A promotional campaign relayed to major supermarket chains throughout France

In order to boost sales, events and promotional operations are scheduled from October to December in the major national brands : Auchan, Carrefour, Casino, Monoprix, Leclerc, Système U, Cora. The objective is clearly started : to make Café de Paris THE reference in the sparkling segment.

 

Café de Paris, an art of living that is on display  

Café de Paris is on display from October 28 to November 11 in the major cities and shopping centers of Paris and its suburbs, as well as in the regions in the large northwestern quarter of France. A massive and statutory visibility reinforced by a presence around the places where people live and shop.

At the same time and in support of the billboards, promotional operations are set up in stores in boxes in the campaign's colors. A national digital relay is also planned on traditional platforms (YouTube, Facebook, Instagram and replays) to multiply contacts. multiplier les contacts. Animations in 15 second format to work on the coverage and the image on geo-targeted areas. 

The campaign carried out with the Quai des Orfèvres agency wants to « pop » like the sound of a jumping cork. Colorful and festive, the visuals relay the Café de Paris spirit : conviviality, spontaneous aperitif, joie de vivre. 

 

What next ? A re-conquest of the market with an international dimension under the sign of the innovation and the user-friendliness

 

In addition to France, Café de Paris, has a strong presence in Japan and Switzerland, and plans to convert new consumers, particularly in China and North America. ​

To achieve this, Café de Paris is preparing for a year 2021 rich in new products: a limited edition "Spring White" as well as an "Ice" cuvée to drunk with ice cubes, will be available from April. And that's not all ! The brand is entering the still wine segment, offering two new vintages : white and rosé, the popular wines of the spontaneous aperitif, to be enjoyed in moderation from spring. 

With the brand, it is the French art of living, convivial and spontaneous consumption that is exported. A certain many partnerships with musical, artistic and cultural events are currently being finalized to create effervescence in 2021.

Nicolas Domange, mixilogist and Brand Ambassador of the brand, created a first series of cocktails based on Café de Paris, to be made at home or in bars. The brand's objective is clear to become the must-have for conviviality, parties and spontaneous aperitifs. 

 

InVivo Wine, a major operator in the wine industry, from upstream to downstream: creator of strong brands and delicious wines. 

With its mastery of sourcing and winemaking, InVivo Wine, from its creation as a distributor of third-party brands, has become a producer of strong brands, supported by a distribution network present on five continents.

The strategy is to develop a wine offer adapted to consumer expectations: 

- Sparkling wines: Café de Paris, Canei, 

- Quiet wines: Cordier, 

- Organic wines: Maris.

At the same time, Mestrezat, the subsidiary dedicated to grands crus, continues to market a range of grands crus in France an abroad. 

 
 

Café de Paris, a buyout from Pernod Ricard for a triple benefit: one tool, one product, one brand. 

"The acquisition gave us a modern, high-performance production tool: the Culbzac-les-Ponts plant. At the product level, InVivo Wine was able to position itself in the sparkling wine market, with a leading brand in a growing segment. As for the brand, it offers a not inconsiderable notoriety, and leaves an almorst unlimited field for innovations." says Philippe Leveau, Deputy CEO of InVivo Wine.

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