Sélections Chartier: Where no wine has gone before

This case study explains how Selections Chartier, a wine company based in the Canadian province of Quebec, used a 'perfect meal' message to promote its product.

Sélections Chartier: Where no wine has gone before

SID LEE

Situation analysis

Overall assessment

Context: the product story

Throughout the history of winemaking, producers have come up with the proper pairings once the wine was created. François Chartier took it upon himself to change this process. Using the knowledge he'd acquired during his 25 years as a sommelier and while writing Taste Buds and Molecules, an award-winning book that deciphers the science and art of aromatic similarity, he created the world's first "pairing-centric" range of wines. As he best puts it:

Using my knowledge of wine and food...

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