Provence winegrowers add sand to their wine labels

anking as “the leading landowner in Provence with 12 estates, 3 wineries and over 1,000 hectares of vineyard blocks”, the Maîtres Vignerons de la presqu’île de Saint-Tropez always take advantage of Wine Paris to bring out a new release. After its cans, which are still growing by 5 to 6% annually and its refillable offering – met with a more lukewarm response – this year the Var co-operative presented labels with sand in them.

Its PGI Méditerranée Esprit Plage and AOC Côtes de Provence Terres de Mer both sport silk-screen-printed labels made using real sand. The wines are aimed primarily at coastal restaurant venues. “Being dynamic and creative with our wines to reach out to consumers is an absolute must”, stresses the co-operative’s chairman Frédéric Schaeffer.