U.S. Trade Survey Identifies “Dynamic Generation” in Languedoc Wine Region as Key Strength

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Dynamic winemaking, a wide variety of wine styles, positive quality-to-value perception and focus on sustainable and organic wine production rank highest

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According to a recent survey of 369 U.S. qualified retailers, beverage directors and importers by research provider Wine Opinions, Languedoc is a region to watch with a “dynamic generation” that values sustainable and organic wine production. Survey respondents also highlighted the Languedoc region’s wide variety of wines and wine styles and outstanding quality-to-value as key selling points.

The survey was commissioned by the Conseil Interprofessionnel des Vins du Languedoc (CIVL) to identify current perceptions of the historic region in the south of France, which encompasses 90,000 acres of vines and 22,000 winemakers and négociants. “Human enterprise is the foremost asset of our wine region,” shares Olivier Legrand, Director of Vins du Languedoc. “We are delighted that U.S. trade respondents recognize the efforts of the dynamic generation hard at work to shape the future of our wines, as well as the sheer variety of styles our winegrowers strive for in Languedoc. We’re proud to be one of the leading organic wine regions in the world and appreciate that our significant environmental commitment and collective investment are highly valued by trade partners.”

As reported by Wine Opinions, respondents were asked to review a series of statements about Vins du Languedoc, and rate each for its potential to generate purchase interest in Languedoc wines. The following statements received the highest collective ratings by all respondents:

  • A dynamic generation of Languedoc winemakers are driving quality and sustainability higher: 74% of respondents ranked this statement as a top qualifier of success for Languedoc. 33% of France’s certified organic vineyards are in Languedoc and Roussillon, the highest of any French wine area.
  • Languedoc can produce Rhône-style blends, fresh light whites, and a variety of rosé wines at better value for the price than other regions: 77% of respondents responded positively to this statement, indicating that a wide variety of styles from the region’s 20 AOPs deliver noteworthy quality-to-value.
  • There has been tremendous improvement in Languedoc wines over the past decades in terms of style, quality, and new appellations: 75% of respondents responded positively to this statement. 9 of the Languedoc region’s 20 AOPs are less than 20 years old, a quality standard that has been well-received by the trade.

Conseil Interprofessionnel des Vins du Languedoc (CIVL), the governing body that represents the region’s winemakers, merchants, and brokers, commissioned the recent trade survey as part of their continuing support of the U.S. market. The CIVL aims to expand awareness of the southern French region with trade, media and consumers through multiple tactics such as PR outreach and sampling; digital discovery campaigns; winemaker tours; and a dedicated trade education program to support new and existing partners looking to expand sales and distribution of Languedoc wines.
As of year-end 2021, the U.S. was the leading export market for Vins du Languedoc, both in volume and value. Media and trade who are interested in receiving news and updates from Vins du Languedoc are invited to contact Claire Martin (claire@gregoryvine.com) and Katie Keith (katie@gregoryvine.com).

About Wine Opinions Survey Protocol
All results of the 2022 Vins du Languedoc U.S. Trade Survey were conducted by Wine Opinions, the leading research provider to the U.S. wine industry. There were 369 survey respondents. Results were calculated at a confidence level of 90%. Confidence intervals for the total sample were ± 2.6% to ± 4.3%. Reporting is based on analysis and comparisons of relevant tiers of the trade. Wine Opinions adheres to the Code of Professional Ethics and Practices of the American Association for Public Opinion Research. For more information, see https://www.wineopinions.com/.

About Conseil Interprofessionnel des Vins du Languedoc (CIVL)
The Conseil Interprofessionnel des Vins du Languedoc (CIVL) manages 20 AOPs (Appellations d'Origine Protégées) and 13 IGPs (Indication Géographique Protégée) spread over four regions in the south of France: the Aude, Hérault, Gard and Pyrénées-Orientales. Established in 1994, CIVL acts as a central authority with oversight over the region’s grape-growing and winemaking business in four central areas, namely (1) promotion, PR and marketing campaigns to expand brand awareness; (2) business development and market research; (3) quality control and assurance in national and global markets; and (4) research and development in cooperation with the French Vineyard & Wine Institute (IFV), including best practices that benefit all Languedoc AOPs (such as climate change protocols, water conservation and sustainable initiatives).

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Katie Keith
Gregory+Vine
1 (609) 571-2203
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Claire Martin
Gregory+Vine
(913) 687-6499
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