Latest news from France: wine

Wine makers in the Languedoc-Roussillon region have combined forces to launch a marketing offensive to brand their produce for the UK market.

Languedoc-Roussillon is made up of five departments, four of which produce wine, and so comprises the largest wine-making region in the world. Currently, some 30 of France’s 462 AOC wines (appellation d’origine contrôlée) are
produced here covering the spectrum of red, white, rosé,
sparkling and vin doux, or naturally sweet wines. This year sees the launch of a marketing campaign in the UK branding Languedoc-Roussillon wines under the umbrella
label of Sud de France.

The campaign will be implemented in selected supermarkets and wine retailers across the UK where it is hoped that the Sud de France label will be instantly recognisable to consumers.

So what does the label mean? ‘The Sud de France logo on a wine bottle effectively says: this wine comes from Languedoc-Roussillon,’ explains a Sud de France spokesperson. ‘You can buy it with confidence because this is a region with southern French savoir-faire, wine-making expertise, a Mediterranean climate and lifestyle, terroir with the potential to produce wines of exceptional quality and a wide range of wines.’

Wine producers from the region have to apply annually to be granted the right to use the Sud de France label and the move has been positively received by many of the key players in the industry within the region.

Sir John Hegarty, founding partner of internationally renowned ad agency Bartle Bogle Hegarty and now co-owner of Languedoc vineyard Domaine de Chamans is
enthusiastic: ‘Sud de France is a simple, evocative descriptor for some of France’s most exciting wines. Let’s drink to its success!’

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