Editor's Note: Contributor and Editor, Rémy Charest, looked at the challenges of creating brand and identity for Languedoc, traditionally considered "a provider of high-volume plonk." This article explored the reorganization of this major French wine region and some expected outcomes derived from insights on the Millésimes du Languedoc tasting attended this spring. –Ryan Reichert, Managing Editor
In the world of marketing and sales, it is always good when you can keep things simple. Of course, this can be quite a challenge for an industry like the wine industry, where realities of place, grapes, vintages, styles, and terroir add up as so many variables to take into account—enough to confuse everyone but the aficionados.
Set in the south of France, Languedoc does not have the name-recognition of Bordeaux or Burgundy. And what reputation it does have is as a producer of inexpensive, rustic reds. So I went expecting a fairly industrial landscape of mass-produced tannic titans.