Chasing the Butterfly

Kevin met Edouard Vaury at the Cincinnati Wine Festival a few weeks back. Edouard, of OWS in Miami, represents Chamarré and was kind enough to provide a pair of bottles for review. In honor of the great weather lately, we started with the Chamarré Sélection Dual Varietal Sauvignon Blanc and Chenin Blanc. The wine is not yet available in our area, so we’re not entirely sure of the price point, but we know it is intended to be an affordable wine. We cover both the marketing and the wine in this post, but you’ll have to follow the jump to read the whole thing.

The Marketing
Chamarré (pronounced sha-ma-ray) is a fantastic example of French wine using creative marketing and trying, if a little belatedly, to compete with the cute-label-critter wines of the world. It’s a great look at how one group of vintners is trying to combat the Yellow Tail Effect. The vintners represent every major winemaking area in France. Their grapes are drawn together by Renaud Rosari, winemaker for  Chamarré.

Chamarré is targeted for the wine drinker who wants an inexpensive but quality wine – from France. Their logo and labels all effectively use a butterfly.  I recently learned that all logos should have a deeper meaning. I suspect the butterfly is a representative of the changing world of French wines and rising up, full of color, to take on the challengers. That’s just a creative guess though. Don’t quote me on it. Chamarré means bursting with color, bursting with flavor, in French.

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