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Maison Sichel rebrands Sirius for 25th anniversary

Published:  09 November, 2012

Maison Sichel has launched new packaging for its Bordeaux brand Sirius to celebrate its its 25th anniversary.

Aimed at the on-trade and specialist independent wine merchants, the brand was launched in 1987, by owner Peter Sichel, in a bid to prove it was possible to apply the same care and methods of the Grands Crus Classés of Bordeaux to less prestigious terroirs at a more affordable price.

Grapes are carefully selected before being vinified in Sichel's newly refurbished Bel Air Winery, south of Bordeaux. They are fermented and aged in oak, in exactly the same way as the Grands Crus Classés of the Graves and Pessac-Léognan.

The 2010 vintage is a blend of Merlot, Cabernet Sauvignon and Cabernet Franc, and has a new discreet, pared-down label to reflect its modern style.

Charles Sichel, one of the five Sichel brothers, who own and run Maison Sichel, said: "What started as an experiment by my father to show that character may come from the soil but quality comes from winemaking, has now come to represent Sichel's bedrock belief: namely that any regional wine produced with care and the necessary investment can achieve a level far above its class - or classification.

"Sirius has, in fact, won 86 medals over the past 25 years, including 16 gold medals, making it one of the most frequently awarded Bordeaux brands."

On-trade activity to mark the 25th vintage includes promotions through Fells that will run through to Christmas.