NOWADAYS it's facts, simply and clearly presented, that sell wine. The public, no longer willing to be bamboozled by mumbo-jumbo, wants to know about grape varieties, geography, climate and terrain.
Full marks then to the Comité Interprofessionnel des Vins d'A0C Côtes du Rhône et de la Vallée de la Rhône (CIVCRVR) for its fact-based promotional campaign via the French trade body Sopexa.
The Rhône valley and its wonderfully diverse range of red and white wines deserves to be better understood. And it would be hard not to understand it better given the thoroughness of the current campaign.
It started last year and continues this year using advertising and retailer promotions. It is supported by a file of helpful leaflets which remind you of the essential facts about the location of the famous villages and vineyards of the region, their wines and the grapes from which they are made.
Seldom will you find so well explained such labels as Chƒteau Grillet, Saint Joseph, Cornas, Saint Péray, Gigondas, Lirac, and Vacqueyras, as well as the more famous vineyards of the upper Rhône. A new leaflet charts the villages of the Côtes du Rhône Villages region and explains the provenance of these good-value wines.
For details telephone Food & Wine from France on 071-439 8371.