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Beverage Daily is reporting that a new regional name will begin appearing on French wine labels shortly. They erroneously call it a 'brand' but Vignobles de France (note the use of the word 'France') will allow multi-regional blending of vin de pays wines.

Beverage Daily
"Some part of the VDP d'OC label, which makes more than half France's VDP and currently exports more wine than Bordeaux, say they are doing fine as they are.

Burchette, an expert on the fast-growing UK wine market, disagreed. “Whereas I agree the Oc category does a fantastic job, there are certain styles of wines, which are not available from that particular origin such as light, fragrant white wines a la Pinot Grigio.”

She said the France brand opened up new opportunities, such as the possibility “to blend a Sauvignon from the Loire and the Oc to try and optimise the organoleptic profile of the resulting wine”. "


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An interesting development, if somewhat confusing. In essence, I believe it means that there's a new "official" designation of wine, allowing vinters to use grapes from across the country to make a product. Doesn't replace appellations, obviously, and applies vin de pays.

Just thinking out loud...trying to make sense of it.

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