2021 collection: A whole new identity!

The oldest wine house in Chablis has not delivered just a mere makeover for its new collection, but one which is set to stand the test of time. J. Moreau & Fils has done more than simply redesign its logo, it has been given a whole new identity.

The biggest producer in Chablis (excluding cooperatives) has been present here for more than two centuries. The brand will now be applied to three ranges aimed an international clientele through multiple outlets. The main range is centered around the Chablis Gloire de Chablis. The specialties have been placed in a collection called Les Montaigu, a nod to Hugues de Montaigu, bishop of Auxerre, one of the pioneers of the Cistercian tradition in Chablis. Lastly, niche markets are catered for through homages to some figures who have marked the history of J. Moreau & Fils, like Philibert and Victoire.

The brand has long been associated with images from the reliquary of Saint Martin, Benedictine treasures that were transferred to Chablis in the ninth century. This iconography has always featured on the labels, becoming the house emblem. These illustrations have today been reinterpreted for the three new ranges.

Similarly, the JMF monogram will be embossed on the bottles of Chablis and regional appellations (Petit Chablis, Saint-Bris, and so on), as well as the unoaked Chardonnay and the new varietal wines in the Les Coches collection and those of France Select. JMF will also be prominent on the neck labels on the premier and grand crus, and on the capsules on all the wines.

And since we like storytelling, a text on the label will tell the story of each range. Here is the one for Gloire de Chablis. “In 867, Charles II, the Bald, King of West Francia, grandson of the Emperor Charlemagne, gave the monastery of St-Loup de Chablis to the monks of Saint-Martin de Tours. The monks brought with them the holy relics of Saint Martin, which became the Glory of Chablis.”

STRUCTURE OF THE RANGES 

Main range: La Gloire de Chablis

Les Petits Dieux

Petit Chablis

Gloire de Chablis

Chablis

Gloire Collection

Premier and grand crus

Specialty range: Les Montaigu

Esprit de Montaigu

Petit Chablis

Réserve de Montaigu

Chablis

Collection de Montaigu

Premier and grand crus

Niche market range: Les Hommages

Hommage à Philibert

Petit Chablis

Hommage à Mademoiselle Victoire

Chablis

Hommage

Premier and grand crus