Red Bicyclette

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Current Red Bicyclette Logo

Red Bicyclette is a French wine produced by the Sieur d'Arques cooperative and distributed in partnership with the E. & J. Gallo Winery of California. The label reflects the fact that most New World (and many Old World) consumers prefer to buy "brand name" wines that are labeled by the variety of grape from which they are made (rather than by exact location of origin). Thus, Red Bicyclette produces wines labeled Chardonnay, Merlot, and Syrah. The name Red Bicyclette was selected after much market research. Research has found that most American consumers, especially younger ones, dislike wine labels that picture chateaux, that appear elitist, and that are difficult to understand (Franson). "E. & J. Gallo Winery's Red Bicyclette is essentially a French jug wine, successfully branded by featuring a cartoon of a Frenchman in a beret riding a red bike with a dog following behind him" [1]. The friendly label has been a marketing success. Sales of the wine are growing rapidly in the United States [2].

Plan Bordeaux calls for a simplification of French wine labels, including the name of the grape or grapes from which a wine is made.