Tuesday 23 January 2007
France to launch national wine brand
By Wine Atlas, Tuesday 23 January 2007 :: Wine - France
France is to launch a national wine brand later this year in its latest attempt to drain bulging cellars and take on rivals in foreign markets.
French wine authorities have officially backed plans for the brand, which will cover vins de pays wines and is set to be called ‘Vignobles de France'.
Supporters of the move say it will allow winemakers to be more flexible and help to reduce the pools of unsold wine that have become a regular feature in the bowels of the industry.
“It contains the crucial word ‘France', which is meaningful for consumers,” Anne Burchette, the French managing director of Castel UK, owner of Oddbins wine stores, told BeverageDaily.com.
Talks over a ‘France' wine brand became more serious after the government included the proposal in its national wine strategy last spring, drawn up as a blueprint for re-launching French wines on the international market.
