Languedoc has its regional appellation!

In May 2007, the advent of the regional appellation Languedoc AOC marked a critical stage in the strategy of the Languedoc region.  This appellation created by the close partnerships throughout the wine sector and the reference base for the Languedoc AOCs would lead to the reorganisation of the Languedoc AOCs range, providing customers with better information.

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Discover the new regional appellation… the premier appellation, tested and approved !

Who am I ?

I am now the reference base for the Languedoc AOCs

I was officially recognized by decree on the 3rd of May 2007. (read the decree or the CIVL additional information)

I am directly based on the decree concerning the Coteaux du Languedoc appellation.

I cover the entire Languedoc-Roussillon region, from the gates of Nimes to the Spanish border extending to the existing appellation areas.

My main types of grapes are :

For red and rosé wine : Grenache, Syrah, Mourvèdre, Cinsault and Carignan.

For white wine: Grenache blanc, Clairette, Bourboulenc, Viognier, Picpoul, Marsanne, Roussanne, Vermentino and Ugni.

My basic yields are 50 hl/ha for red and rose wines, 60 hl/ha for white wine.

I am one of the big French premiers!

I am the direct result of a study launched by the CIVL with the following objectives :

To define a specific organoleptic positioning (reflecting the typical characteristics of Languedoc region and grapes), discerning, realistic and a reference of any category of Languedoc AOCs of similar quality

Based on this profile, to define the characteristics adapted for each market and market segment.

To understand the sensory expectations of consumers regarding the premium wine and particularly their expectations of a new appellation from the south of France.

To measure the different perceptions of the same wine according to country and consumer category.

To provide wine producers and traders with key elements to understanding the consumer expectations for the development of their new references.

This is the first time in France and indeed in any country that a joint trade organisation carries out such research!

This is also the first time in France that an appellation project includes the sensory information of the consumer upstream!

And finally, this is the first time in France that winegrowers and traders can benefit from such research!

That is to say, this is the first time in France that an appellation is: “tested and approved”!


My ambitions

Probably the last regional appellation ever to be created in France, I have an essential role in the revival of the Languedoc region and in the dynamics of the Sud de France on all levels.  My position in the Sud de France range could be compared to a bridge between the idea of grape types of the Vins de Pays and the characteristics of the land, best described by the AOCs.  I have become an essential alternative for you, the consumer, looking for genuine, authentic and quality products.

Economic ambitions

• To become the premier AOC from the largest wine producing area of the world - Languedoc-Roussillon/Sud de France (600/800 000 hectolitres medium term production) ;

• To provide the traders with required volumes from an original product, of invariable quality, with supply solutions on a regional level ;

• To provide wine producers and traders with a more stable price base, particularly by the development of upstream and downstream partnerships ;

• To offer wine producers and traders a new product offer capable of creating added value ;

• To offer wine producers a better return on their investment by repositioning all of the Languedoc AOCs range based on this new regional appellation.
  

Marketing ambitions

• To be an innovation, “heart of the range” of the controlled origin wines market segment ;

• To position the Languedoc appellation on the premium and super-premium segments: 3/5€ in France, 5.99/7.99 UK, 9.99/11.99 USA ;

• To create a reference appellation for the family of Languedoc AOCs by promoting existing appellations and repositioning market segments to super and ultra premium levels ;

• To clarify the offer from the Languedoc AOC range for consumers ;

• To create a true alternative in the Sud de France range between the vins de pays, linked to the type of grape, and the sub regional appellation wines of Languedoc ;

• To respond to a demand for a “heart of the range” product of controlled origin wines for consumers in the 30 to 45 age group, for the most part occasional customers looking for quality wines.

Commercial ambitions

• In the medium term, to sell between 80 and 100 million bottles per year throughout the world ;

• To seduce a new clientele for the Languedoc AOCs implying market penetration work for the Languedoc controlled origin wines ;

• To respond to an inescapable evolution in mass markets and brands throughout the world (90% of medium-term worldwide wine marketing) ;

• To promote the creation or the visibility of renowned Languedoc brands (concerning origin) thus generating dynamism and visibility for the entire Languedoc AOC range ;

• To mobilise all traders, particularly those able to include the Languedoc AOCs in a wide reaching market offer.

Discover the “Languedoc origin” brands club

The will of the main traders to create brands based on the Languedoc AOC will be one of the key success elements of the new appellation.  To motivate them and support them in their initial steps, the CIVL has created the “Languedoc origin” brands club.  The idea of the club is very simple.  It is based on a win-win relationship between a collective resource, the Languedoc appellation, and the companies, co-owners of this resource.

The “Languedoc origin” club will provide the main brands with operational tools to stimulate their commercial, communication and marketing policies. They will associate the dynamism of leading operators to the image and the reputation of the new appellation and will encourage leading brands to construct and maintain the best possible marketing combination. On the other hand, candidate companies must fulfil a strict set of specifications including objective criteria concerning marketing (price positioning, packaging, distribution, etc) and economic aspects (production and trade partnerships, appreciation of purchases, etc).  As well as participating in the collective dynamics, companies will benefit from a 50% financial commitment of a joint trade organisation similar to their own.

FOR MORE INFORMATION›
Read the press release