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FRENCH Revolution

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FRENCH Revolution sponsored profile UK judges Marcel Orford-Williams, Ana Sapungiu, Beth Willard and Ben Cahill FRENCH revolution Results from the 2014 Best Value Vin de France Selection have highlighted the increasing consistency and creativity to emerge from the Vin de France wine classification IT’S OFTEN said that the French 2009 a major revision to French wine law Now, four years on, Vin de France wines winemaker’s skill is blending. Whether ushered in a new classification: Vin de have become an established part of within Bordeaux or Champagne, it’s the France wines. With this producers could France’s international wine business and marriage of complementary flavours from blend across regions, and specify the represent as much as 25% of all French different sites which brings that grape variety/ies and vintage on the front still wine exports. Producers can exploit important facet to French wine: taste. But label – while clearly stating the source the freedom to blend fruit from different blending has a further purpose: it can country: Vin de France. They could also terroirs; retailers can benefit from varietal bring a consistent style. And this latter use whatever grapes or combination of labelling, and consumers are able to enjoy advantage is highly appreciated by grapes they wanted. In effect it began a a consistent and carefully engineered consumers too. new chapter for French wine, allowing style. For instance, a company might sell a Of course France has always allowed the same cross-regional blending which Syrah using fruit from a range of sources, winemakers to blend for balance, has made the likes of Australian wine so such as the Languedoc for richness and complexity and consistency but only successful. It also opened up a new era of the Rhône to add elements of earthiness within specified terroirs. However, since innovation among French producers. and texture. 44 sponsored profile But producers can also use the category Interview with Bruno Kessler, president of ANIVIN DE FRANCE to try something new and experimental to suit consumer expectations. As a result, there are now Vin de France brands that How do you see the Vin de France wines category developing in comprise Chardonnay and Muscat, using the next few years? grapes from the Loire and Languedoc We have seen great interest in the wines across Europe – with respectively to bring freshness as well as Germany, UK and Netherlands leading the way, and I expect these floral sweetness. figures to grow. But we are also seeing increasing sales in China and Red blends have also emerged to the US has huge potential. Today around 25% of French still wine embrace the less restrictive winemaking exports are Vin de France. I want to see volume grow! practices of Vin de France, and some examples now have reasonably high What changes would you like to make for the year ahead? levels of residual sugar to give a richer ANVIN DE FRANCE’s priority remains economic efficiency. We will fruitier character – as well as tap into the continue our promotional and marketing campaigns in key markets, growing demand for sweeter reds. but a change this year is a focus on the US and Japan. But, despite the freedom to innovate, Vin de France wines employ strict quality What does Vin de France represent for you? control. Indeed all growers and producers This is a new way of thinking about French wines. It works around a completely supplying Vin de France wines must be different commercial logic and complements the other French categories. The production of our wines is not entrenched in French historical wine culture and laws, but focuses on the grape, the taste, and what the consumer wants. It’s a sea There was a marked change in terms of attitude and can only benefit the consumer and brand France. increase in the number Are Vin de France wines more suitable for certain parts of France, and more suitable for certain styles or grape varieties? of varietal blends across No. They can be made anywhere in France, and, like our New World counterparts, both red and white producers can blend grapes or wines from different regions. This means that French winemakers can blend the best grapes from across France, giving them the categories potential and capacity to create high volumes of wine for strong brands designed for export markets. We are seeing success for wines made from both “international” varieties as well as innovative blends. Producers can be as audacious and creative certified by FranceAgriMer, a branch of as they wish. Ultimately it is the talent of the producers and the demand of the the French Ministry of Agriculture. This consumer that defines the parameters. means customers can benefit from wines that are tailored to suit the needs of the Finally, in your view what role does the competition play? market with documented proof of source The annual selection road tests the wines in front of international wine experts. A and winemaking procedures. medal means that the wine is considered to have potential by buyers in our export But for those looking for further proof of markets. And we use these wines throughout the year as ambassadors for the quality, there’s also independent category, for example showing them at Prowein (Hall 5, Booth C01). recognition from international judges. This is because in 2010, ANIVIN DE FRANCE, the French trade organisation for Vin de France wines, introduced the competition saw a notably high number seasons, by blending across different Best Value Vin de France International of Pinot Noir and Sauvignon Blanc regions and varieties. Selection – a competition using an entered and rewarded. Similarly this Meanwhile the silver medal winners experienced jury to award medals to year’s competition offered an insight into illustrated a far more diverse picture. wines of quality. This means buyers can French winemaking trends, albeit it at the Although the Cabernet Sauvignon, benefit from all the advantages of Vin de commercial end of the scale. Among the Sauvignon Blanc and Chardonnay which France, as well as an assurance of quality 2014 gold medal winners were many of have performed well in previous years that comes with a medal, particularly the same producers as last year, including retained their strong position in 2014, when professionally judged. a number of France’s largest wine there was a marked increase in the In previous years this competition has exporters. Their repeat success indicates number of varietal blends across both red also served to highlight the stylistic that these companies have embraced the and white categories. direction of producers, who are classification’s brand building Merlot broke into gold medal ranks for attempting new wines to tap into opportunity for achieving a consistent the first time with a strong performance consumer trends. As a result last year’s style, even in challenging growing at silver level too. Likewise a number of 45 sponsored profile French Malbecs also featured for the first around the world. The selection will be time. In addition, this year saw rosé premiered at this month’s ProWein. CHRISTIAN MEWES, improve its performance, winning 10 With many of these Vin de France wines EDEKA STRUVE, medals. keenly positioned in the volume driving GERMANY “We have great companies playing in price brackets of their core target markets, “Vin de France has the the Vin de France category and some of this is a category with exciting potential to potential to be a the best here are in the export markets,” open some commercially crucial doors for playground for new wine styles. Over summed up Valérie Pajotin, director of the French wine industry. the last few years I think the quality of ANIVIN DE FRANCE, as she outlined Vin de France wines has increased very extensive plans for promoting these 87 • For more information, visit the website and quickly.” “brand ambassadors” in key markets blog: www.vindefrance-cepages.org HEIKO FIEDLER, QUOTES FROM THE JURY KONSUM DRESDEN, GERMANY ZHANG YI, YHD.COM. CHINA “The wines I tasted “This kind of tasting event is really useful for the Chinese market. today were all very Chinese customers love Vin de France wines for their good quality and different – good wines with an easy good price.” character, good profile and experiments going in interesting directions. In terms of value/quality ratio, this is the wine ANA SAPUNGIU, ODDBINS, UK “Vin de France is an opportunity range of the future!” for people doing the right things to build a brand and be successful. And what I like about it is that it is trying to make wine for the end consumer, not terroir driven, but grape and style driven.” WILLIAM SCHALLERT, YOUNG’S MARKET BETH WILLARD, LAITHWAITES WINE, UK CO, USA “Vin de France allows us to shop around, be flexible and think outside “I was very pleased the box. It allows us to do something that’s more off the wall and with the overall quality of the wines I evocative of the country as a whole.” tasted. The direction that Vin de France wines are taking will greatly benefit French wine sales across the world.” BEN CAHILL, THE CO-OPERATIVE, UK “The combination of Old World know-how and New World ideas is one you can’t trump. Vin de France is France’s opportunity to reinvent itself MARCEL ORFORD- as a go-to country for everyday wine.” WILLIAMS, THE WINE SOCIETY, UK “Vin de France is more GRACE CAI YINGJI, AUSSINO, CHINA about what it offers “Vin de France wines have many competitive advantages – price, buyers; it’s giving us access to play, and attractive packaging, the flexibility to select grapes from across France blend things that you would never have – [which] make them a creative and interesting [category].” done before.” JIN YANG, WINENICE.COM, CHINA JACQUELINE “These wines are of a good quality and at a good price – they are very SNOEKER, AHOLD, competitive against other commercial wines.
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