Union and Cellier des Dauphins’s managing director, Laurent Reinteau told Drinks International that after two years of research and development, the company has a new strategy for its Cellier des Dauphins Rhône brand.

This includes splitting the brand into six tiers, from the entry level Prestige IGP to Les Dauphins - available in approximately 50 markets - Origine Bio, Villages, Reserve Côtes du Rhône and Les Crus. The tiers cover price bands from €3-20+.

Cellier des Dauphins claims it has 12,500 hectares of the southern Rhône with 2,300 growers under contract. 

Reinteau said the brand is number one in France, the rest of Europe, China, Benelux, the Nordics and the UK.

The expanded brand will be supported by a new website and advertising campaign.