Burgundy loath to share the ‘climat’ statement with Beaujolais

Thursday February 28 2019 by Vitisphere

 An excerpt from the Interbeaujolais poster, explaining the region’s strategy for outstanding Beaujolais wines. An excerpt from the Interbeaujolais poster, explaining the region’s strategy for outstanding Beaujolais wines.

To underpin the outstanding Beaujolais category created as part of the Beaujolais wine marketing board’s new strategy, marketing and PR has been using the term ‘climat’. The choice of designation has made representatives of the Burgundy wine marketing board BIVB “react”. Christian Vanier, its director, even went so far as to talk about “misuse” of the term at the Vinosphere conference held on Thursday, February 14 in Beaune: “The term was created in Burgundy, and in this instance the concept of ‘climat’ is not the same as the meaning for Burgundy”, he explained.

Since its classification as UNESCO World Heritage, the concept has been given a precise definition and a particular dimension for industry members. To protect its use, the BIVB is exploring two avenues: the regulatory option via the protection of traditional terms provided for by the CMO for wine; and the legal route linked to trademark law.

In Beaujolais, no-one seemed to be aware of the problem and things are being put into perspective: “Terms like ‘climats’, ‘localities’ and ‘premiers crus’ that we have used are not set in stone and do not match the final name of our outstanding labels”, said Audrey Charton, chair of the Union des Crus. “We haven’t made a final decision about the term and in any case, this choice is only part of a bigger picture. The ultimate choice will only be made once all the work to move the range upmarket has been done on the ground”.

 

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