The new Rhone Cru wants even more whites and higher price points

s a new appellation, Laudun is applying the blank canvas treatment to its identity, opting for a more minimalist approach less than six months after it was officially endorsed. At Wine Paris, the producers’ organisation presented finely-honed communications media on thick paper with a bespoke font and personalised monogramme creating the signature style for its artwork that combines the meandering Rhone, land surveys and a stand-out bottle. The strapline for the communications – ‘Symphonie en Blanc Majeur’ or ‘Symphony in White Major’ – is based on the title of a poem by Théophile Gautier (Emaux et Camées or Enamels and Cameos, published in 1852). It is also a nod to the long-standing identity of the appellation, where historically white wines were more prominent. Although just over 10% of output in the Rhone is white, the proportion increases to 27% for Laudun, which produces 17,255 hectolitres over 584 hectares of bearing vineyards.

The appellation has not announced any production targets, but at a press conference Thibault Brotte, negociant and co-chairman of the Laudun department at the regional wine marketing board, reported that “we are aiming to rise above 27%. We currently have customers for these volumes but we lack wine, we don’t have enough”. Another aim is “to gradually increase the prices. Laudun sells in the on-trade with prices starting at €8. In years to come, we would like to start at €10 for reds and whites”, stressed Brotte.