The Languedoc is a fiery region of bullfighting, rugby and tough, cassoulet-fuelled farmers tending scorched plains, but it has always suffered from an inferiority complex when it comes to wine. The “wine factory” tag has dogged the world’s largest wine-producing region for decades, and noisy stepsisters Burgundy, Bordeaux and Côtes du Rhône have historically left it more downtrodden than Cinderella on a bad-hair day.
Alentejo has much to boast about. It is home to Portugal’s biggest selling brand, Herdade do Esporão (according to sales director Nicolas Giannone), it commands the biggest share of the domestic market and highest average retail price (€3.88) of any Portuguese region (Nielsen, year to July 31, 2010) and major UK players Sogrape, João Portugal Ramos and Herdade do Esporão confirm sales here are growing.
It’s easy to see social media as a form of free advertising, a way for brand owners and retailers to broadcast their good points to the world without having to pay a middle man in the form
A clearer picture is emerging of the government’s attitude to minimum pricing. And what is clear is that ministers are confused. To mask that confusion they hide behind the forthcoming consultation on the process which will include deciding whether to do it all.
The anarchic brand of alcoholic lemonade credited with kick-starting the UK’s £630 million RTD industry is back on the market after a nine-year absence.
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