The announcement from Inter Sud, the new body representing the area, is part of a major global marketing campaign for the umbrella ‘Sud de France’ brand, which aims to “wake the giant” of what is the world’s largest wine region.
In an effort to reverse the ongoing decline in the region’s sales, Inter Sud has launched a ten year strategic plan for turning the ‘Sud de France’ into “a major, profitable player in all wine-consuming countries” with a global marketing spend of £10 million per year.
Inter Sud is now responsible for the marketing of all the AOC wines of the area, as well as the varietal wines and vins de pays. The strategy will play on associations between the wines and a Mediterranean lifestyle, and will stress the broad range of wine styles that the area has to offer.
Their ambitious plan is to increase by more than double the value and volume of wine sales to their key markets.
However, Bernard Devic, the Inter Sud President, made it clear that the plan would only succeed if everyone worked together. He said: ”It is vital that we act in a way that shows the world that we are united in wanting to achieve the goals that we have set for ourselves.”