SOURCE: Languedoc Wine Council

October 04, 2007 14:15 ET

Tasted and Approved: Consumers Give Green Light to New Languedoc AOC Wines

NEW YORK, NY--(Marketwire - October 4, 2007) - The new Languedoc AOC, which encompasses the Roussillon region, received its official status from the French government on May 3, 2007. The purpose was to create a foundation for all Languedoc and Roussillon appellations, making navigation through the region and its wines easier for consumers. Languedoc AOC also became the first French wine appellation ever to reach out to the consumer directly to measure their needs and expectations. As a result, producers were able to find a true balance of old tradition and new technology.

In January of 2007, producers from the region tasted a total of 150 samples of French and non-French wines, from among the bestselling in the targeted $9-$15 price segment. Based on this "taste-test" along with technical studies of the wines, producers were able to determine four red wine profiles they felt would appeal to a variety of consumers. "The goal was to offer different consumers in different countries a wine profile that best suited their expectations, while still respecting the natural terroir," said Thierry Mellenotte, Marketing Manager at the Conseil Interprofessionnel des Vins du Languedoc (CIVL). It was then decided that the following wine prototypes would be most appealing:

             -- Wine 1: Carignan 40%, Syrah 30%, Grenache 30%
                -- Style: Fruity, supple, fresh
             -- Wine 2: Syrah 70%, Grenache 30%
                -- Style: Fruity, lively, mineral
             -- Wine 3: Syrah 50%, Grenache 25%, Carignan 25%
                -- Style: Black fruit, concentrated, well-structured
             -- Wine 4: Syrah 60%, Grenache 40%
                -- Style: Ripe fruit, toasty/grilled, well-structured,
                   "fat"/round

To test their theory, the CIVL commissioned the Tragon Corporation of San Francisco to conduct a consumer survey* and tasting of the 4 new wine prototypes. In May 2007 a total of 300 male and female wine consumers from the US, Great Britain and France participated, giving their stamp of approval on all four wines.

*Survey results available upon request in English in PDF format

With new products geared toward the specific tastes of the consumer, Languedoc is looking to reposition itself as the leading appellation for value French wines. Languedoc AOC has also introduced a special quality driven hierarchy of wines based on a "Pyramid Principle" model to further communicate this message.

This new hierarchy "Pyramid Principle" is comprised of 3 wine segments: the Languedoc regional appellation (Languedoc AOC); the grand terroir of Languedoc (i.e. Corbières and Minervois) and the Languedoc Cru (i.e. Corbières Boutenac, Saint Chinian, Berlou and Roquebrane). This segmented pyramid includes all the AOCs of Languedoc and Roussillon stretching from the Mediterranean coast on the Spanish border to the north of Montpelier and extends to the mountainous region of Cévènnes.

With a new open-minded approach and innovation as their new mantra, Languedoc producers are certain to make their mark in the industry and show they are ready and able to adapt and compete in the global market. For more information on AOC wines from Languedoc, log on to www.languedoc-wines.com.

Contact Information

  • US Media Contact:
    JoLynn Howe
    Sopexa USA
    (212) 386-7416
    Email Contact

    French Media Contact:
    Christine B. Molines
    Export CIVL
    +33 4 68 90 38 30
    Email Contact