La Châsse unveils its new identity

Launched in 1994 with a red Côtes-du-Rhône, La Châsse has become one of the flagship brands of the Maison Gabriel Meffre, both in France and Europe. Today, it is opening a new chapter in its history with a packaging makeover to give greater visibility to what has grown into a full range.

The aim of the new design is to win over new customers while retaining the loyalty of existing ones. These varietal wines burst with radiant colors that evoke the fruit-packed style of the wines. The Côtes-du-Rhône is available in a classic version and a sober and traditional “Reserve” version. The cru wines have been given a black-and-gold color scheme to underline their premium positioning.

La Châsse takes its name from the rich history of Avignon, capital of the Côtes du Rhône, which in the 14^th century was home to the popes, who kept their treasured relics in special shrines known as châsses.