Languedoc: Saint-Chinian uses branding to form a quality hierarchy

Thursday October 27 2016 by Vitisphere

There is a definite trend towards producers’ organisations using branding to meet their needs for segmentation and quality hierarchies. Saint-Chinian is one such area. Six years ago, the appellation launched a thought process as to how to create a quality pyramid for its wines, the vast majority of which (82% by volume) are red. Three brand names were ultimately selected: ‘Artiste’ for easy-drinking bottlings; ‘Créatif’ for top-end wines; and ‘Vignerons virtuouses’ for panel-selected wines labelled ‘Créatif’. “We are the only producers in the world to do this”, said Elisabeth Poux, a wine grower at Domaine de Pech-Ménel, with undisguised pride. Wine producers are asked to submit their best labels in three vintages. The wines must comply with technical criteria such as vineyard age (over 10 years’ old), yield (under 30 hl/ha) and even price (over 10 euros at retail level). Every year the classification is renewed and is proving extremely popular with wine growers. “An increasing number of estates within the appellation are taking part. Last year, sixty-five wines were entered and forty were selected by the panel”, commented Nelly Bellot, managing director of the Saint-Chinian growers’ organisation.


 

 [ Source: Vitisphere. Photo: Saint-Chinian growers’ organisation ]

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