How Bijous stripped back brand strategy is paying off in sales

“Our mission at Bijou has always been simple: to strip away the pretence and make Southern French wine both approachable and exciting for the next generation of wine drinkers, without compromising on quality.” That’s how Bijou’s managing director, Edward Vellacott, describes a brand strategy that has pushed Bijou up the French export charts and made it one of the fastest growing French wine brands in the UK - with 117% growth in the on-trade - and in the 45 markets it is in around the world. Here he goes into greater detail about what its flexible sourcing and minimalist branding strategy is all about and its plans for the future.