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The William Fevre Chablis Hipster Edition Bottle Shines Under Black Light

william fevre hipster chablis

Hipster Chablis? Sure, anyone who knows about seeking out some of the world's finest Chardonnay should be hip to Chablis. But famed producer William Fevre recently introduced the Chablis Hipster Edition. The packaging a radical departure from the winery's traditional offerings, with a label decorated in UV ink that shows up under a black light.

And if you're wondering, with this packaging, how to tell if there's still a glass or two left, there's a transparent gauge on the back of the bottle.

So what was the motivation behind this limited-edition Chablis? Anne Leroy-Baroin, Head of William Fevre Marketing and Communication, explained in a press release, "We are going after a new, young, urban target market who appreciates refinement as well as originality and freedom. The Hipster packaging is a nod to this target market's urban, party lifestyle."

Do you think this packaging will resonate with Millennials, those who identify themselves as "hipsters", and/or wine-drinkers in general?

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