La Burgondie, a new 30-strong French wine brand, is heading to the UK’s off-trade this spring, distributed by Conviviality.

The brand – which is aimed specifically at the UK’s retail sector – represents key appellations and crus of La Grande Bourgogne, via a range comprising more than 30 still and sparkling wines from throughout Burgundy and Beaujolais.

The wines, which will retail from £7 each, will be supported by a £100,000 marketing campaign to build brand awareness and to support listings.

The team behind the brand is the co-operative group, La Compagnie de Burgondie, which was formed in 2015 following a re-structure of some of the key co-operatives in the Burgundy region. The group, described as “forward-thinking”, said it recognised the opportunity for a Burgundy brand that is both commercially viable and consumer-friendly. It represents more than 350 winegrowing families, going back four generations.

Bruno Boucher, export off-trade manager for La Compagnie de Burgondie, said: “We saw an opportunity for an affordable Burgundy brand that is approachable and fully accessible for consumers, giving confidence to explore the full potential of this renowned wine region and encouraging trade up within the comfort zone of a quality and recognised brand.”

The recent short harvest in Burgundy is known to be causing issues for UK supply and demand but La Compagnie de Burgondie said it is a key player in the region and therefore in a commercially favourable position in terms of volume capabilities and pricing.

Remi Marlin, managing director of the group, said: “The concept behind La Burgondie is based around a fair economic model, offering value for money for the consumer while guaranteeing a fair return for our growers. We understand UK retailers’ requirements and can guarantee stability of supply across key Burgundy regions and appellations together with an attractive long-term pricing plan and full brand support.”

Campaign activity will tie into the brand’s tagline “It’s our way of life in a glass’, reflecting the passion and commitment of the generations of wine-growing communities who are integral to the region.

Alastair Pyatt, French buyer for Conviviality, said: “The personalities behind La Burgondie are genuine people with real expertise and a real commitment to quality. They have a thorough understanding of the UK consumer and longstanding experience of UK retail needs as well as an all-important vision for the long term.”