Maison Gassier launches hexagonal bottle design to mark six generations

Provence winemaker’s packaging innovation reflects multi-generational legacy and regional terroir as organic estate evolves its brand identity
Maison Gassier is marking its evolution in the premium wine sector with the introduction of a distinctive hexagonal bottle design, set to launch across its portfolio in March 2025. The innovative packaging represents both the estate’s six generations of winemaking heritage and its connection to the iconic Sainte-Victoire mountain.
Design heritage
The new bottle design emerges as a significant development in wine packaging, featuring sculptured edges that echo the silhouette of Sainte-Victoire mountain. Each of the six sides represents a generation of Gassier family winemaking, with the bottle bearing a delicate engraving of “1982,” marking the year Antoni Gassier acquired the 40-hectare vineyard in Puyloubier.

Gassier's new hexagonal bottles highlight the Maison’s organic Côtes de Provence rosé and white wines, celebrating six generations of winemaking at the foot of Sainte-Victoire mountain
The initiative reflects broader changes at the estate, which has seen key transitions including Georges Gassier following his father Antoni in 1997, and most recently, Jean Gassier completing his first harvest in 2023.
Terroir focus
The packaging innovation aligns with Gassier’s strategic emphasis on terroir expression. In 2004, the estate conducted an extensive soil study that identified 26 micro-parcels across its vineyard, leading to more precise vineyard management. This technical approach culminated in organic certification in 2016.
“Nature has shaped a unique environment, offering the vines a microclimate perfect for producing fine wines,” explains the estate, highlighting how the limestone bedrock and red clay soils contribute to the wines’ distinctive character and freshness.
Market positioning
Operating within the more restricted DGC Sainte-Victoire zone of the Côtes de Provence AOC, Gassier has developed its portfolio to emphasize both the Côtes de Provence and Côtes de Provence Sainte-Victoire appellations. The estate’s creative, artisanal approach aims to highlight the expressive profiles of these protected origin wines.
The new bottle design, set to be implemented across all cuvées, represents a significant investment in brand identity for the estate. While maintaining traditional French craftsmanship values, the innovative hexagonal shape positions Gassier as a forward-thinking producer in the premium wine sector.