South of France earmarks €7 million for export

An edited version of this news item was posted on www.decanter.com on 25/11/2006.

Ambitious plans were announced by Languedoc wine producers at their recent AGM in Narbonne. In an unprecedented move to boost export sales, around half of the overall €15 million budget has been allocated to key European, North American and Far East markets. The total pot consolidates funds from the CIVL (Languedoc wineries’ association), CIVR (Roussillon) and Inter-Oc (vin de pays) into the new Inter-Sud super-body, which will promote all the region’s wines as South of France/Sud de France. These joint funds have been matched by the Languedoc-Roussillon regional parliament thus doubling the projected budget, which will be spent on PR, supermarket promotions, on-trade events and trade & consumer wine shows. The export share has also been split 50-50 between ‘mature’ – the UK, Germany, Netherlands, Belgium and Denmark – and ‘developing’ markets – the US, Japan and Canada. Currently 35% of Languedoc appellation wines are exported and 57% of vin de pays d’Oc.

Progress towards creating one united wine trade federation in the South has been gathering momentum since the InterSud constitution was signed in June. However, legal and administrative fine detail appears to be slowing down the process, despite, on the whole, vocal support throughout the region. Government representative Eugène Julien described all the existing organisations as “a luxury” re-emphasising the need for “one cohesive body, very quickly too.” A further setback could be the delay in Paris ratifying the new cross-regional Languedoc AOC, which forms an essential part of marketing strategy and has been agreed by the INAO (national body controlling appellations). An unnamed commentator mentioned “rumours in the corridors of the Ministry” of possible problems ahead. Another unsettling development is the shock resignation of Fitou from the CIVL in October: it’s not yet clear whether they intend to be part of InterSud.

Institute of Masters of Wine holds endowment auctions

The IMW received an endowment fund last year from two generous donors (£200,000), on condition that MWs themselves raise matching funds by donations and volunteering lots for auction. Hence their London auction on 30^th October at 6pm at Christie’s (8 King Street) and New York auction on 1^st November at 5.30pm at Christie’s (Rockerfeller Plaza). Siobhan Turner, director of the IMW, commented: "The money will be invested to provide an income for scholarships, bursaries and other special projects that the Institute could not otherwise fund from its general revenue." Lots include one bottle of 1982 Le Pin (which apparently is one more than Le Pin has) and a sumptuous trip for four to Bordeaux, including dinner and overnight at Ch. d’Yquem, lunch at Palmer, dinner at Le Pin... Click on these highlighted links to view the London and New York catalogues (PDF files). You don't need to pre-register to attend the auctions but do if you want to make an absentee bid. Click on the logo above to visit the IMW's website.

Rioja rocks

The Rioja wine people have been heartened by the findings of a recent survey conducted in three of its top export markets - the UK, Germany and USA - carried out by AC Nielsen. The study, which targeted 35 to 50 year old men and women, focused on "regular wine drinkers" in London, Manchester and Nottingham, i.e. those who consume at least one bottle of wine per week (average spend per bottle £5.27). In the UK, where shipments came to more than 2½ million cases last year, 'brand Rioja' has one of the highest recall rates amongst all wine producing regions, coming in 7^th after Australia, California and Bordeaux. Among those questioned, 54% who “know Rioja” consume it, and of this group, 29% are regular drinkers. The reasons why included: they like the taste more than other options such as “full bodied, affordability and consistent quality.”
Hence the launch of their 'Rethink Rioja' campaign featuring lots of promotions and tastings. 'Dine with Rioja for £10' will run in The Daily Telegraph from 8th October into November; from 23 - 29 October independent wine shops will be participating in a Rioja week; tastings and daily seminars in the wine theatre from 22 – 26 November at the BBC Good Food Show, NEC Birmingham (www.bbcgoodfoodshow.com) stand number J51. And on 30th November, there's Decanter Magazine's Rioja tasting at Lloyd’s of London; tickets priced at £20, see their website: www.decanter.com. Rioja producers have also launched a 'lifestyle' website for UK: www.winesfromrioja.co.uk, which has full details of these events, where to buy Rioja and tips for travelling in the region. Further information from the Rioja Wine Information Centre, 58 Grosvenor Street, London WIK 3JB; tel 020 7409 0494 or rioja@spearcommunications.co.uk
Tasting report on some new Rioja releases and vintages coming soon... By the way, the "exceptional" 2005 vintage has been awarded an “Excellent” rating by the Rioja Regulatory Council, the 13^th vintage to be called this in the history of the region. Of course they're obviously totally unbiased! Posted 27/9/06.