South-west French wines could use some clarity

on 11/03/11 at 4:10 pm

Wine

Wines from the south-west of France are mounting a campaign to push trade and consumer awareness of their region, but its fragmented nature will make it a difficult sell.

Speaking to the drinks business at the launch of this year’s campaign just before the England vs France Six Nations rugby fixture at Twickenham last week, Paul Fabre, director of the Interprofession des Vins du Sud Ouest (IVSO), admitted: “It’s not possible to go to the consumer when we are so fragmented. We must simplify our message.

“Before we used to say the region was like a puzzle, but that explains nothing.”

With 39 denominations that break down into 18 AOC and 21 vins de pays, it is not an area that can be easily classified, particularly when recognisable grapes such as Cabernet Sauvignon and Merlot sit side by side with the likes of Loin de L’Oeuil and Negrette.

However, Fabre spoke positively of the effects of last year’s campaign, which included a partnership with the Wine Gang, an association that is set to continue this year and that Fabre described as a “fantastic connection”.

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