Maison Castel: The future’s bright

Text: Hannah Jane Thompson | Photos: Maison Castel

The world of French wine has a fresh new taste, and none more so than in the vivid, modern branding and discerning drinkability of the medal-winning Maison Castel range. Part of the Castel Frères group – a family-run company with more than 70 years of expertise – the eponymous label represents quality winemaker knowledge and care from vine to glass.

“Maison Castel carries the family name, and is truly representative of good French wine,” explains international product manager Manon Berthelot. “Our mission is to share our know-how, and the taste of things done well.” With a wide range of varieties (such as Merlot, Gewurztraminer, Pinot Noir, Sauvignon Blanc, Syrah and Crémants), and an AOC range across prestigious appellations (Bordeaux, Languedoc, Côtes du Rhône and Côtes de Provence), this focus on national expertise strongly underpins the brand’s vibrant, youthful and elegant image. “Our mission is to make quality accessible,” says Berthelot. “Each wine highlights the quality of each terroir, which allow us to guarantee the best French flavours, and to offer the best know-how from the Castel Frères group.”

Bright, bold and colourful — both in taste and design.

Describing its target market as young and “trendy”, its bold advertising and modern social media designs mark a considered departure from the wider industry’s usual, old-fashioned style. “We use real ‘pop’ colour to differentiate ourselves and stand out,” explains Berthelot. Not only is this proving a hit with consumers, but Maison Castel also brings home hauls of industry medals, in France and internationally, year-in, year-out. Recent wins include silver in the 2019 International Rosé Championship, and golds at the 2019 Concours National des Vins IGP.

Now present in 84 countries, it’s clear: this brand may be rooted in historical viticultural know-how, but its future is as bright as the bubbliest crémant.