Gardet launches 'modern' Champagne Byzantine
Champagne Gardet has launched a new brand at this week’s Vinexpo which hopes to attract a younger consumer with a modern Champagne style that goes against Champenoise tradition.
Byzantine by Gardet, from the Champagne house Masion Gardet, offers a new flavour style and modern packaging. “Younger drinkers are anxious to try new wines,” said Christophe Prieux, president of Champagne Gardet. “Maybe they will try new styles of Champagne.”
Whilst the wine retains the traditional blend of Champagne’s three signature grapes, it is given an extra-dry dosage, resulting in a softer character and higher sugar content (15g/l versus 8g/l normally found in Gardet Champagnes). “The presentation is very modern yet still very traditional,” said Prieux.
The blue opaque bottle features a modern design reminiscent of a rose, a symbol closely associated with the house since it was established in 1895. The name, Byzantine, refers to the capital of the once cosmopolitan empire. “At that time it was the capital of Europe with no barriers and no frontiers; it was universal.”
The name reflects the brand’s aim, which is to unite sparkling wine lovers everywhere in a festive atmosphere. Prieux said the Champage was ideally suited to the on-trade. “The focus is night clubs, beach-side bars and Champagne bars in London,” he said.
As Champagne Gardet’s principal market, the company hopes Byzantine will be a success in the UK as well as the US and south of France.
Maison Gardet said the brand was not looking for large volumes in the short term, but hoped it would build production as it widens distribution. Its key aim was to launch something fresh and different. “If you want younger people to enjoy Champagne, you have to do something new,” added Prieux.