Clink! Wines unleashes first wine brand Le Beast

"Making French Wine Fun" is the underlying philosophy of Le Beast - the first brand from newly created, Clink! Wines Ltd. With the aim of putting the Languedoc firmly on the map and promising to help France claw its way back to its historic number 1 status, 'Le Beast unveils itself at the 'Sopexa Autumn French Wines Tasting', on the 8th October 2008.

'Le Beast' is based on the historic legend of La Bête du Gevaudan - a creature believed to be part man/part wolf that killed over 120 women and children in the Languedoc, between 1762 and 1764. Not even King Louis XV's famous hunter, Denneval, nor his six highly trained bloodhounds, could track the Beast down. The murders stirred up a political and religious controversy and the identity of La Bête du Gevaudan remains a mystery to this day.

"The Industry is adamant that we educate consumers about wine. However, the process has been slow and tedious. Communication is the key and we need to change the way we engage with people. Whether they are 25 or 75, people learn the most when they are having fun! If France is to reclaim its historical market-leading position, the days of it acting pretentious or intimidating, are over," comments Catherine Monahan, Managing Director of Clink! Wines Ltd.

Clink! assembled a team in the Languedoc to develop Le Beast unlike any other wine in the area. With the input of Matthew Stubbs MW, Clink retained local guru and French wine consultant, Corinne Pastoural, to develop the project. The production has been placed at one of the relatively unknown gems in the Languedoc, Les Coteaux de Neffies, headed up by chief winemaker, Thomas Bondu.

"We chose Neffies as the home of 'Le Beast' due to its terroir-focused wine styles - which use carbonic maceration as a point of difference in its reds - as well as its history and relevance to the life of La Bête du Gevaudan," says Catherine Monahan.

The Le Beast range comprises the following wines at an RRP of £6.99:- Syrah Grenache 2007, Cabernet Franc 2007, Syrah Petit Verdot 2007; Chardonnay Viognier 2008, Chardonnay 2008 and Sauvignon Grenache 2008. In addition, there are two exclusive, premium red wines, at an RRP of £8.99.

Supported by a unique online marketing and video viral campaign - which sees 'Le Beast' return as a spokesperson for the French Wine Industry - the label reflects the serious side of the brand. With the brand name highlighted in large bold letters, a classic yet grandiose Chateau, decorated with ancient gargoyles and historic pillars, is the talking point of the label. A shadow of 'Le Beast' can be seen in the right-hand-side window and a classic neck tag hangs around the neck, explaining the legend of La Bête.

'Le Beast' will be available for both the off and on trade sectors (with different labels), with a primary focus on the Multiple Grocer and Specialist sectors. A secret 'Le Beast' Chateau will be used for buyer visits and tastings, as well as for selected press and consumer visits. The brand will also be sold in France, Ireland and Europe and will be imported into the USA by Sutton and Maxwell.

Source: Clink! Wines.

• wine