South West wines give consumers “new taste” of regional France

Good value, improved winemaking and the appeal of something different are essential to the future success of wines from the south west of France.

Gascon vineyard

Wine writer Anthony Rose told the drinks business that the trade was becoming increasingly aware of the changes in winemaking in the region and consumers looking for different French wines were “guaranteed new tastes”.

“The trade is increasingly finding that the south west is much improved in quality,” he continued.

“Modern winemaking has radically changed wines to make them more consumer friendly.”

Although the wines may be more commercial now, Rose told the trade members that gathered for his masterclass yesterday at Comptoir Gascon, that the joy of the region was its attachment to esoteric varieties and regional identity.

“What I find so fascinating about the south west is that there are so many regions each with their own varieties.

“It’s very much a region of co-operatives but also of small family producers who are desperate to maintain their regional identity.”

What is more he added that while regions like Cahors may be the main drivers for the area, “there are other regions which are just as interesting, perhaps more so”.

Nor does he think that the abundance of different grapes and appellations will put consumers off either.

“They’re not focusing on grape, it really is brand and appellation before, it’s quite French in that sense,” he explained.

“Some names could put people off, I’m not sure if Pacherenc du Vic Bilh would be immediately successful but others are really quite simple.

“And I think as more people visit the region, as it gets easier to do with cheap flights to Toulouse, there’s a great opportunity for these wines.”

Finally on the issue of price, Rose announced: “One of the features of the wines is their excellent value.

“The south west is blessedly free of ‘icon’ wines, ‘super cuvée’ wines with ego. It’s filled instead with interesting wines of style and character, which can produce a crowd pleaser for £7.99.”