Vincent Gayrel has launched a new concept: a lightly sparkling white wine on tap, made in Tarn, at just 9% ABV.
New wine consumers dreamed it and Vincent Gayrel made it happen
At a time when beer and wine compete fiercely to remain France’s favorite alcoholic beverages and consumers seek lighter options, standing out was essential. Fraî is a bold project responding to these evolving tastes, while staying true to the winemaker’s DNA of combining quality and innovation for nearly 30 years.
“My vision has always been clear: make wine more accessible to new generations and those discovering this world. I’m committed to breaking down traditional barriers surrounding wine culture, convinced that enjoying wine should be a simple and straightforward experience,” says Vincent Gayrel.
This adventure is the outcome of an idea that has been taking root in the winemaker’s mind for several years. Convinced of the need to reinvent himself, anticipate trends, and explore possibilities, Vincent Gayrel reached out nearly three years ago to the consulting agency Les Frères Patacq to transform a disruptive concept into the project that is coming to life today.
Fraî is a lightly sparkling, refreshing white wine with a low alcohol content of just 9% ABV.
It features delicious notes of exotic fruits and citrus, created from carefully selected local grape varieties such as Mauzac, Loin de l’œil, and Colombard. Each step of the winemaking process is designed to preserve the aromas and freshness characteristic of the Gaillac terroir.
Vincent Gayrel takes this concept even further by offering this unique beverage in French-made kegs, served on tap in bars and restaurants. This innovative packaging is more practical for hospitality professionals, environmentally friendly, and superior in preserving the wine’s sensory qualities.
Initially launched as a tapped wine, Vincent Gayrel remains open to exploring further innovative packaging options in the future.
« Fraî anticipates trends by offering a drink that resonates with today’s consumers. It’s the timely answer to a desire for responsible consumption, both in terms of alcohol content and environmental impact, without compromising quality and local authenticity. » You can indulge and do yourself good, guilt-free says Grégoire Patacq, head of the agency involved in creating Fraî.
Already available in many local shops and set to become the star of Tarn’s summer festivities, there’s no doubt Fraî will brighten French tables this summer.
And remember to enjoy it extra Fraî!
About Vincent Gayrel
With his unique approach, Vincent Gayrel demystifies a drink whose conventions can sometimes feel complex, born from an age-old tradition. His ambition is to craft unconventional wines that embody innovation, marked by subtlety, and defined by a singular promise: quality.
He has always been driven by a desire to make wine accessible to everyone, especially younger generations. As a pioneer of this philosophy, he is committed and determined to educating tomorrow’s wine enthusiasts.
Today, as CEO of Vignobles Gayrel, Vincent orchestrates various projects, continually pursuing his vision while preserving the legacy established by his father nearly 40 years ago.
