First off I need to apologize to Christine Ontivero for laughing aloud during her presentation. I should have shown more restraint.
Ontivero is an attache presse working out of Perpignan. And she came on this day to explain what a typical wine press agent does.
She tries to craft engaging stories (rather than copy/pasted letters about how a winemaker won a gold medal or is really passionate about his terroir). Every winemaker says his wines are great or the best, and that will never impress a journalist. That’s not a story. It’s just an advert. Instead she tries to get people to send a story that really shares a special moment related to wine.
She also alerts winemakers when they can send in samples and reminds them of important dates like when Bettane & Desseauve are about to taste in the area or when the RVF comes. Also, things like promoting the foire au vins in all the supermarkets… all that really starts back in the spring when they’re scheduling the wines for the fall.
Christine thinks you can’t share stories on media like twitter or facebook (as you can imagine, this was when I laughed), and she has a great distrust for blogs. For more information, you can read her blog.
The winemakers of the Cabardes all got together recently for a dinner in the events room at Chateau Pennautier, often billed as the Versailles of the Languedoc. It wasn’t the Hall of Mirrors, but it was very cozy and the food was delicious. Naturally, we all brought wine along, so we drank well too.
The discussion was Cabardes-centric. Since we were provisionally placed in the Grands Vins category, we are trying to find a way to get bumped up to Grands Crus. The video shows Nicolas de Lorgeril (owner of Pennautier) and Olivier Ferraud (Chamber of Agriculture technician and a sort of manager for the Cabardes). De Lorgeril talks about how we might be able to shift the entire AOP into the standards that the CIVL has set forth for Grands Crus. Then Olivier talks about how we might also point out that those standards are flawed, favoring appearances over actual quality.
After this little speech we all start eating and I asked a few more questions, but it would have been weird/rude/difficult to film. The subtext of the video presentation is that the new CIVL hierarchy is still malleable. This may come as a surprise to all the people who read about it in the trade lately. But the truth is, it’s not yet a law. It’s more a marketing maneouver. Olivier actually said it was marketing and corrected himself by saying “Communications”. From his tone, it seemed like he was borrowing that term from the CIVL itself.
This supports my theory that the CIVL owns some kind of trademark on “grands vins du Languedoc” and “grands crus du Languedoc” and they get to decide who puts it on the bottles. While I believe any AOC wines were allowed to carry the phrase “grand vin du Languedoc” on their labels in previous years, the new hierarchy means the CIVL will now try to prevent certain winemakers from using the phrase unless they meet those requirements.
That explains why the Cabardes ODG (among others, probably) is trying to lobby to get moved up a little. It seems reasonable to ask for a small amount of time to adapt to the standards the CIVL put forward. Mostly, that means selling your wine a little less cheap to raise average price. And lowering yield. Unless we can convince them that they should take foliage into account (a ratio of yield over surface area of leaves).
Anyway, interesting discussion, right?
Another point that came up was that while it’s not a law yet, we all assume the CIVL will seek INAO approval or some sort of legislative reinforcement for this marketing/communications strategy so that it can be comparable to the Classification of 1855 or the Grands Crus in Bourgogne. Just looking for a little legitimacy.
There’s probably a whole other post to be written on the intriguing switch from legislation to marketing. While INAO classification used to be the end-all for wine prestige, modern efforts start at the trademark office. And doesn’t that make sense? Few people can make any sense of the intricate European wine laws that have built up over the centuries. In a market dominated by brand-building, maybe the interprofessions are correct to move away from politics and toward marketing spheres. Grands Crus du Languedoc, Sud de France, etc.
How to find us
Domaine O’Vineyards, located in the North Arrondissement of Carcassonne, is just minutes from the Carcassonne train station, the Medieval City, and the Carcassonne Airport.
GPS coordinates: 43.259622, 2.340387
Wine, Dine, Relax at our Boutique Vineyard
Unique thing to do in Carcassonne
Wine Cellar. Winery Visits. Wine Tasting.
Wine & Food Pairing
North Arrondissement of Carcassonne
885 Avenue de la Montagne Noire
11620 Villemoustaussou, France
Tel: +33(0) 630 189 910
Best by GPS.
Follow the signs to Mazamet/ Villemoustaussou using the D118. At the end of the last straight part of D118, you will come to a roundabout with the Dyneff gas station.
Take the exit towards Pennautier. Continue 500m to a small roundabout and go straight over.
Look out for the second road on your right, Avenue des Cévennes which curves up hill (about 1km) to Avenue de la Montagne Noire on the left.
At the last juction, bear left. the road sign “Ave de la Montagne Noire” (confusing as it seems to show a right turn)
After another 500m you will see our red brick color building in the middle of the vines.