Les Jajalogues is the wine bar of Caves Paul Riquet, the emblematic Béziers wine shop led by Frédérique Frances and her team. Located beneath the glass roof at the heart of the new Halles Biltoki—named France’s most beautiful market in 2025—it welcomes lovers of signature wines to its counter. Here, guests can explore a selection of living wines, sparkling bubbles, and vibrant spirits, to enjoy at the bar or throughout the market’s convivial spaces. Each glass pairs naturally with generous platters of aged cheeses, artisanal charcuterie, fresh shellfish, and other carefully sourced specialties from neighboring stalls.

Embeding the Brand in Storytelling—an Invitation to Conversation Around Wine, for Specialists and Enthusiasts Alike

Jaja is a French slang word for table wine, a nod to the joyful moments that unfold over a good glass. This spirit shapes the welcoming atmosphere of the wine bar, which strives to make signature wines approachable. The suffix –logue brings a touch of nuance, evoking the team’s knowledge and passion. In French, it signals the expertise of scholars and specialists—here, reimagined with humor and simplicity.

Jajalogue becomes another word for oenologist: playful, unpretentious, a name that makes good wine feel easy to enjoy.

A Bespoke Typeface Shaped by Character and Craft

The logotype’s custom letterforms carry a clear, confident presence, perfectly in tune with the name. Their rounded, generous shapes feel playful and welcoming, evoking the convivial spirit of moments shared over a good bottle. Each curve echoes the silhouette of a glass or the lines of a bottle.

The design also reimagines graphic traditions drawn from the history of wine labels—condensed letterforms, bold weight, a subtly off-center axis. Together, these details honor the craft of the winemakers and the rich experience of the Les Jajalogues team.

Limited Edition Items Printed in Small Batches for Collectors

A series of items has been designed, produced, and printed to extend the brand’s universe beyond the store. Intended as collectibles, they offer customers a fun and unique experience of the Jajalogues identity. Illustrated coasters, corkscrews, stickers, badges, caps, and T-shirts enrich the brand experience. Each of these items tells a fragment of the Jajalogues story in its own way, while forging a lasting bond with the consumer. A collection that is useful, attractive, and full of character.