Saturday, May 27, 2006

Wine: A lesson in le marketing

The Independent

By Anthony Rose

Looking through the shop window of this spring's supermarket and high-street press tastings, one of the more striking features is the extent to which France is taking on board the competition of the New World and its customer-friendly face. The dull lists of meaningless appellations and négociant names are giving way to a host of brand names à la New World. Some arrive with a French accent, like Chamarré, Première, La Terre or Blason de Bourgogne. Others like Stone Road wouldn't look out of place on an Australian or Californian shelf. And, following in the footsteps of Fat Bastard Chardonnay, there's a new tongue-in-cheek breed like Le Freak, Chat en Oeuf, and the self-deprecating Arrogant Frog, telling us that the French can lighten up if they have to.


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