British jewellery designer Jade Jagger has created a label for Croix de Beaucaillou, the second wine of Chateau Ducru-Beaucaillou.
Owner Bruno Borie told Decanter.com he intended to buck the idea that second wines are always ‘second choices’, bought by consumers who could not afford first wines.
Since 2005, Croix de Beaucaillou has come from its own vines, located in the centre of Saint Julien, and not from young vines from the main estate, as is typical with second wines.
‘We need it to have its own firm identity, not to be someone’s little brother,’ Borie said. ‘I really admired the work that Jade Jagger did with the re-launch of [French perfume] Shalimar last year, and we liked the idea of the daughter of a Rolling Stone working on Beaucaillou.’
Jade Jagger (pictured with Borie, left) is the daughter of Rolling Stones frontman Mick Jagger, the aptness of the choice lying in the fact Beaucaillou means ‘beautiful stones’ in French, Borie pointed out.
The new label will be on all bottles from the 2010 vintage onwards, with a limited edition for the 2009 vintage. From October this year, Jagger will be designing store windows featuring the 2009 bottle in Harrods, Sherry Lehmann and other high-end retailers.
Jagger joins Karl Lagerfeld as a Bordeaux label designer: Chateau Rauzan Segla has chosen the Chanel creative director to design a one-off label for their 2009 vintage.
Written by Jane Anson in Bordeaux
