Blue Wine Is About to Take France, and Instagram, By Storm
For when red, white and rosé aren’t enough.
Image: The Drinks Business
Do you ever wander the aisles of your wine store, thinking to yourself, “Gee, I really wish I could buy some blue wine?”
Well, to the one person who said yes, your dreams are about to come true.
This week, René Le Bail, a French entrepreneur, introduced a blue chardonnay to the French wine market. Vindigo, the bottle’s clever moniker, is not the first blue wine to be created, but it has already seen more success than the original viral version.
The OG blue wine, Gik, introduced in Spain in 2016 by a Spanish Startup, was greeted with brief commentary, and a three-day stint on French supermarket shelves, before it was deemed contrary to French regulations, and fizzled out of the limelight.
Now, Le Bail has capitalized on this boozy blue idea to bring the sweet, mellow wine to the most-distinguished, most-demanding wine consumers in the world who are supposedly lapping it up.
Producers create the color, similar to that of a blue raspberry slushie, by filtering chardonnay through red grape pulp, giving the tipple its naturally unnatural hue. And, according to Le Bail, “it has a fruity taste, there’s cherry, passion fruit and blackberry. It’s a festive wine.”
Surely Le Bail is tapping into the millennial market, where the drinks are colorful and the living is done on Instagram. And sure, it’s pretty, and it will definitely pull in the likes.
Currently, Vindigo is only available in Sète, a small port town in France, but Le Bail has already reported booming sales.
Hey, if the high-class French wine palettes are enjoying such a pretty drink, surely it will soon go viral.
Furthermore, Le Bail has high hopes to export his creation across Europe and eventually to the US, with expectations to bring production of Vindigo to Bordeaux, the mecca of wine growing.
So, with a little luck, we’ll be able to say goodbye to Frosé and the Aperol spritz, and hello to blue wine. If that sounds like something you’re into.
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