Interest in the Region Builds in the Wake of Press Acclaim for Wines and Producers
Earlyresults show that "L'Aventure Languedoc – Festival Sud de France", a multi-city, month long celebration of the AOC wines of Languedoc, has been a great success its first year. Throughout New York, San Francisco, and Chicago, from October 1 to October 23, more than 90 participating retail and restaurant accounts hosted in-store tastings and special by-the-glass programs and menus which showcased the spectacular AOC wines from this diverse region and featured over 100 different wines representing 19 appellations. Trade participants noted that interest in the AOC wines of Languedoc is high and the time is right for their promotion. A full list of participating accounts can be found at http://languedocadventure.com.
In Chicago, Barbara Glunz estimates that House of Glunz introduced Languedoc wines to several thousand people during the promotion. And, Julie Langley, Wine Manager of Eno Wine Room in Chicago, feels the wines are in a unique position in the marketplace, given their affordability and wide range of flavor profiles. "I find most people still have that little voice in their head saying that quality wine comes from France, it just takes an educated sommelier or server to lean them toward an unfamiliar grape or region," she said.
The success of the promotion is part of a series of growing accolades and interest in the Languedoc and it's more than 30 AOCs. According to UbiFrance, imports of Languedoc AOC wines grew 38% from 2009-2010. More recently, Wine Advocate reviewer, David Schildknecht remarked, "It would be hard to overestimate either the high quality-price rapport or stylistic diversity of wines from the top hundred or so Languedoc producers and I can only reiterate my hope that North American wine lovers…will pay renewed or first-time attention to this prolific and so often unjustly slighted region of viticultural France." (Issue 195). And, in November 2011, Wine Enthusiast proclaimed Languedoc AOC producer Gérard Bertrand, "European Winery of the Year". This is the first time this award has been given to a Languedoc AOC producer.
Appreciation for Languedoc AOC wines continues on November 10 with #LanguedocDay. Follow the hash tag and share your own insights on these wines via all social media platforms. Register to be a part of this tasting event at: http://languedocday.eventbrite.com/ , or follow along @LanguedocWines (www.twitter.com/LanguedocWines) and www.facebook.com/LanguedocWines .
Executed by Benson Marketing Group, on behalf of the Conseil Interprofessionnel des Vins du Languedoc (CIVL), "L'Aventure Languedoc – Festival Sud de France" is one part of a two year, $1.5 million national sales promotion program to boost sales of the AOC wines of Languedoc across the U.S. The CIVL and Benson Marketing Group anticipate repeating and expanding the program in 2012 to meet market demand.
About the CIVL
The Conseil Interprofessionnel des Vins du Languedoc (CIVL), joint trade council of the wines of Languedoc, launched its new PR and marketing campaign in the US in 2009. Languedoc is France's wine frontier, where local AOC regulations allow greater freedom to forward-looking winemakers to experiment than in most other French wine regions. The CIVL represents the entire AOC wine sector. Working with Benson Marketing Group, the integrated wine marketing agency with offices in Napa and New York, Languedoc, South of France will broaden their exposure within the United States and make the public aware of the quality, variety and incredible value the region has to offer. Languedoc wines are a taste of the earth, air, sea and sun of the South of France.
Benson Marketing Group
Tia Butts, 707-254-0465
Thea Schlendorf, 707-363-5975