CHAMARRĖ LOOKING TO REVOLUTIONIZE FRENCH EXPORTS

The French are employing new tactics in the battle between Old World vs. New World wine, attempting to follow some of the methods used by their younger counterparts across the ocean – things like marketing, colorful labels and even memorable names like Red Bicyclette.

Well, there may be a new Red Bicyclette in town. The French brand Chamarré, which has already attempted to revolutionize the image of French wine the UK, is now set to launch in the US sometime in the fall for about $12 per bottle. Coming from a start-up company, OVS, the brand consists of three lines that will be altered significantly before reaching the US. Chamarré will offer a Chardonnay, a Pinot Noir and a Cabernet Sauvignon, using grapes sourced from all over France. Sales are already expected to hit 1.5 million bottles in the UK this year and close to 500,000 cases in 2007.