New French Brand Aims To Build Bridges With Sancerre Wine
Barbara Banke, president of Jackson Family Wines, fell in love with Sancerre, the Loire Valley's signature version of Sauvignon Blanc.
So, she and her team began investigating the possibility of creating a whole brand dedicated to this very French expression of Sauvignon Blanc in 2022, but instead of just focusing on one varietal from vineyards that traverse France's longest river, the Loire, in central France, they decided to create an entire brand focused on the beautiful wines of the Loire called Passerelles.
The French name means for 'footbridges,' and it evokes the many bridges that connect winegrowers and wine lovers in this historic river valley. 'The Loire might not be as famous (for wine) with consumers, but it was the playground for royalty,' says Gilian Handelman, vice president of wine education. 'That's why you see extraordinarily old estates and chateaux with these really grand, beautiful landscapes, but at the same time, the wines here are arguably the best values in all of Europe.'
'It's remained humble, and it hasn't been overinflated because it has returned to farming instead of international glitz,' Handelman continues. 'There are lot of young people making wines from these vineyards that are extraordinary.'
The Passerelles portfolio currently includes two Sauvignon Blanc wines, a Chenin Blanc, and a Cabernet Franc.
The Passerelles brand launched quietly last year, but they official launched the brand in February this year, with the release of 2023 Passerelles Sancerre ($40)) and 2023 Passerelles Touraine Oisly ($30), both Sauvignon Blancs, as well as the 2023 Passerelles Anjou Blanc ($25), a Chenin Blanc, and the 2022 Passerelles Saumur Rouge ($35), a Cabernet Franc.
The debut of Passerelles couldn't come at a more advantageous time, as many wine drinkers are shifting from red to whites, says Eugenia Keegan, senior vice president of winemaking.
'They make dry, racy white wines, and as the demand has shifted away from big reds, the timing of the investment of these young people who understand these old estates is great,' Keegan says. 'It's a very special time for the Loire.'
'They make dry, racy white wines, and as the demand has shifted away from big reds, the timing of the investment of these young people who understand these old estates is great,' Keegan says. 'It's a very special time for the Loire.'
Passarelles is right on trend. Wine Business notes that consumers continue to clamor for Sauvignon Blanc. 'Sauvignon Blanc remains in favor with consumers,' the journal notes. 'It was the sole varietal among the top 10 sold through NIQ off-premise outlets last year to show growth in both sales value, up 6 percent and volume, up nearly 2 percent.'
Also, according to Numerator, the top two wines with increased buy rate among Millennials in the past year are Chenin Blanc, which has a growth of 34 percent, and Cabernet Franc, which has a growth of 22 percent.
Sancerre has the potential to grow among young American wine consumers, Keegan says. 'Sauvignon Blanc continues to grow in the double digits,' Handelman says. 'There's a richness to these wines that doesn't come from alcohol or oak - it comes from smart farming and concentrating the chemistry and flavors in the vineyards.'
To develop the brand, Keegan and Handelman worked with Dimitri Mesnard, a certified master sommelier and division vice president and international brand ambassador, Marcia Torres Forno, consulting winemaker, as well as four different wine growers in the Loire Valley: Lionel Gosseaume in Touraine Oisly, Domaine Michel Girard et Fils in Sancerre, Thibaut Henrion at domaine de la Treille in Anjou, and Franck Bimont at Domaine des Guyons in Saumur.
Passerelles aims to educate Sauvignon Blanc drinkers about the finer points of Sancerre.'People consider Sancerre its own thing,' Keegan says. 'It's really defined in its own category.'
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