Historically linked to the Castel group, one of the largest family-owned wine companies in the world, and present in Reunion since 1954, the key Reunion player in the importation and distribution of wines takes a step forward by officially taking the name Castel.
October 22, 1979, the Castel consorts joined the capital of the company alongside SAPVIN, by Frédéric and Alexandre Ah-Sing and Jean-Émile Guichard, bringing their expertise in wine bottling to Reunion Island. Forty-five years later, Indian Ocean Wine Company (Covino) changes its company name to officially become Castel. This change marks the recognition of a shared history, but also the desire to strengthen the membership of the Reunion company to a prestigious group while reaffirming its local commitment. “This is a key step for the Castel group in the region. This name change offers us the opportunity to confirm our vocation to innovate and respond to the challenges of tomorrow and to keep our local roots., Covino's ADN », declares David Cailleux, general manager of Castel in Reunion.
A historic milestone
Covino is part of the history of Reunion Island by being at the origin of the first wines bottled on the island in 1957. Some iconic brands, like Royal and Baron Peyssard, are now an integral part of the local gastronomic heritage. These wines, particularly appreciated in traditional dishes such as stews, demonstrate Covino’s commitment to the quality of its products and its knowledge of the market and the Reunion consumer. By becoming Castel, the company aims to amplify its influence in Reunion and the region, in a rapidly changing market context, marked by changing consumer expectations and the need to adapt different distribution models to new challenges.
A strategic step
This name change should allow the company to “continue to improve the quality of our products and services to our customers and distributors.”, create more effective synergies with the Castel group for better use of resources and expertise and support the growth of the company and local employment by positioning ourselves more competitively for the future”. On the other hand, “The time is right” because “this change is part of our overall CSR desire to better respond to economic challenges, social and environmental while remaining faithful to our values and our mission : offer quality products to our consumers, affirm our commitment to sustainable and local development, strengthen our policy of responsible consumption”, explains David Cailleux.
