PAYS D OC PGI. Quality Guarantee

Transcription

1 Quaiy Guaranee

2 Proeced Geographica Indicaion THE VARIETAL REGION, QUALITY GUARANTEE PAYS D OC S CHALLENGE n Creaion of he Vin de Pays d OC PGI Producers Union n Variea-wine speciaisaion n Opimisaion of a soi rich in hisory n A modernised offer n Creaion of an energeic Inerprofessiona Organisaion (Iner Oc) n Cub des Marques PAYS D OC ASSETS n A savoir-faire daing back housands of years n Unique weaher condiions n A mosaic of sois n An excepiona aromaic weah n Innovaion and sophisicaion PARIS 745 km LE VIGAN ALÈS PAYS D OC GUARANTEES n An aromaic consisency n Quaiy and raceabiiy n A diverse offer n An exceen quaiy-price raio G A R D NIMES BEAUCAIRE LODÈVE TOULOUSE 85 km CASTELNAUDARY H É R A U L T BÉZIERS PÉZENAS MONTPELLIER SÈTE LATTES DOMAINE DE MANSE Head Office Variea Wines PAYS D OC IGP MARSEILLE 100 km CARCASSONNE NARBONNE CAP D AGDE LIMOUX A U D E GRUISSAN M E D I T E R R A N E A N S E A PERPIGNAN PRADES P Y R É N É E S ORIENTALES CÉRET Via Domiia Aiude in meres SPAIN PAYS DʼOC IGP EN LANGUEDOC-ROUSSILLON

3 PAYS D OC: THE VARIETAL REGION Pays d Oc PGI * : The reference in French variea wines QUALITY GUARANTEE Iner Oc Pays d Oc PGI wines Inerprofessiona Organisaion Esabished in 2006, Pays d Oc PGI wines Inerprofessiona Organisaion (Iner Oc), represens he bes-seing quaiy-cerified wine brand in France and around he word. Defined by heir quaiy, moderniy and diversiy, Pays d Oc now under Proeced Geographic Indicaion saus (PGI) has risen o he op European spo in markeing and expor in jus over 20 years. Cenred around a variea-based sraegy and srucured by sric specificaion requiremens, he brand has significany impaced he srucure of he Languedoc vineyard and has posiioned is quaiy-driven wines aongside he Languedoc and Roussion appeaions. The quaiy, rigour and Languedoc vii-vinicuure radiion embodies hese creaive variea wines refecing he nauray appeaing perfecion of Pays d Oc s Medierranean ypiciy. Pays d Oc PGI is a cerified brand recognised by Bureau Vérias Quaié France. Pays d Oc Companies and he CMO PGI Reform Pays d Oc PGI s success is he resu of is companies energy and he rigour of a savoir-faire daing back housands of years; an experise ha winemakers have known how o adap o mee oday s consumer s ases and expecaions. Among he changes inroduced by he Augus 1, 2009 CMO reform, is he ransformaion of he Vin de Pays d Oc Producers Union ino a Managemen and Proecion Agency and Pays d Oc s saus change o Proeced Geographica Indicaion (PGI). The Pays d Oc PGI brand is now inked o he Naiona Insiue of Origin and Quaiy (INAO) aongside he Proeced Designaion of Origin wines (former CDO/AOC), meaning ha he proecion of origin is now recognised as a prioriy. Wih his saus change, The Union can expand is commimen of hygienic heah sandards, produc raceabiiy and organised quaiy-conros. To reinforce he quaiy guaranee of is wines Vin de Pays d Oc PGI Producers Union chose Bureau Vérias Quaié France. Susainabe Deveopmen, a Considerabe Chaenge In Pays d Oc, he vine is more han a pan, i is par of he cuura hisory weah, refecing a vibran economy, a passion and a hisory of women and men. For housands of years Languedoc wine growers have known how o use, ogeher, he means necessary o adap heir vineyards and pracices o he chaenges of he inernaiona markepace. By invesing in a susainabe deveopmen research-o-acion projec, Iner Oc confirms is commimen o unie Pays d Oc PGI companies under a susainabe deveopmen iniiaive aimed primariy a preserving is resources, bu above a o engage a is winemakers and wine companies in he producion of susainabe wines ha is respecfu of Mankind and he environmen. * PGI : Indicaion Géographique Proégéé (IGP) in french PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE 1

4 PROTECTED GEOGRAPHICAL INDICATION Wha is PGI *? Brough ino acion Augus 1, 2009, he Common Marke Organisaion reform has reorganised Vin de Pays and Vin de Tabe ino he respecive caegories of Proeced Geographica Indicaion (PGI) variea wines and wines wihou geographica indicaion. The PGIs The concep of quaiy, origin and raceabiiy Limied yieds Labe prooype From he 2009 vinage onward, he foowing deais are required on a abes: BEFORE Produc of France Variea(s) Pays d Oc Indicaion Géographique Proégée (Proeced Geographica Indicaion) Domaine de Manse CABERNET-SAUVIGNON Vin de Pays d Oc 12,5% vo Mis en boueie à a propriéé NB: o accommodae he iquidaion of packaging socks, a ransiiona period is in pace ha wi aow he use of former reguaion Vin de Pays d Oc abes uni Dec 31, c AFTER Produc of France Domaine de Manse CABERNET-SAUVIGNON PAYS D OC Indicaion Géographique Proégée 12,5% vo Mis en boueie à a propriéé 75c Pays d Oc PGI wines now Proeced Geographica Indicaion producs The new European Communiy reguaion (n 479/2008), pubished in he June 6, 2008 issue of he Officia European Union Journa, ouines he new Common Marke Organisaion reform of he vii-vinicuure marke. Among he differen measures, produc segmenaion is defined by he cassificaion of wines ino wo main caegories: wines wih geographica idenificaion and wines wihou geographica idenificaion. The impemenaion of PDO (Proeced Designaion of Origin) is effecive from he campaign onwards; and for PGI wines, Augus 1s, 2009 onwards. In he Languedoc-Roussion region, he Geographica Indicaion famiies, PDO and PGI, are hus unied and reinforced, becoming he 1s French vineyard in voume producion, a rea economic power. * PGI : Indicaion Géographique Proégéé (IGP) in french 2 PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE

5 HIGH-STANDARDS IN QUALITY A coecive brand, a promise o he consumer Pays d Oc PGI s soid repuaion and growh in saes are based on he quaiy, characer and deph of is wines. A TERRITORY THE MEN AND WOMEN hecares ( acres of vineyards) A Medierranean cimae A mosaic of sois 33 Pays d Oc PGI grape varieies A vii-vinicuura radiion passed down over 2700 years A savoir faire in consan evouion 5.3 miion d hecoires (he equivaen of 707 miion boes) A common goa A COLLECTIVE BRAND A GUARANTEE A PGI wine for every consumer profie A cear, consisen offer A modern range A unique quaiy-price raio Cerified in accordance o sric specificaions Pays D Oc, Languedoc- Roussion origin Disincive favour quaiies Wine raceabiiy Quaiy conros from he vine o he boe PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE 3

6 SUSTAINABLE DEVELOPMENT Beween Earh and Gass Languedoc-Roussion, Towards a Susainabe Sraegy The inernaiona susainabe wines marke sudy (pio projec) combines Iner Oc s compeiive posiion in he inernaiona markepace wih he experience of hree inernaiona researchers speciaised in susainabe deveopmen and wine markeing. n The Governing Commiee Jacques GRAVEGEAL Presiden, Vin de Pays d Oc Producers Union Oivier SIMONOU Presiden, Pays d Oc IGP/PGI wines Inerprofessiona Organisaion Forence BARTHES Managing Direcor, Pays d Oc IGP/PGI UM2 RESEARCH TEAM Susainabe Deveopmen Experise Yann CHABIN Managemen Researcher, Universiy of Monpeier Markeing Experise Simone MUELLER PhD in Economics Markeing Sraegy Experise Hervé REMAUD Researcher n The Projec The projec s main objecives are o posiion regiona susainabe deveopmen sraegies on he inernaiona paform and o deermine how o make susainabe deveopmen a caays for growh for he wine indusry. To achieve his, he projec is based on hree piars: 1 Undersand consumer spending habis in five key markes (USA, France, Germany, Canada, Grea Briain) and evauae he mos vaued susainabe messages. 2 Idenify inernaiona vineyards bes susainabe deveopmen pracices and heir promoion in he markepace. 3 Evauae inernaiona disribuors commimen and he impicaions of heir susainabe deveopmen poicies on he specificaions imposed upon heir suppiers. n Pio companies Guy ANDRIEU Genera Direcor Anne de joyeuse Aain CASTEL Genera Direcor Groupe Case Gies LOUVET Presiden & Genera Direcor CLVD Sébasien NARJOUD Genera Direcor Jeanjean en Languedoc Rober SKALLI Presiden Skai SAS Caude MARSOLAT Genera Direcor Va d Orbieu Bernard DEVIC Genera Direcor (Deegae) 4 PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE

7 P R O T E C T E D G E O G R A P H I C A L I N D I C A T I O N The meeing of conemporary ar and wine A shared and individua hisory Hisory of he hear and passions Hisory of coours and fragrances Hisory of evouion and creaion Renowned conemporary aris, Parice Paacio, creaes, for Pays d Oc PGI, a series of 12 painings exporing he universe of variea wines. Wih references o he hisory of ar, and in ausion o ha of Pays d Oc, his 12 oeuvres awaken he senses - visua, emoiona and aromaic - by inegraing aimenary eemens refecive of Pays d Oc PGI aromas and coours INTER OC - Pays d Oc PGI Inerprofessiona Organisaion - Té

8 THE DYNAMIC Cub des Marques Pays d Oc PGI Unie Iniiaives and performances Defend Pays d Oc Ideniy Ay he srengh of disribuion neworks Promoe he vaue and quaiy of he abe Brand Creaors Case Frères «Roche Maze» Foncaieu Vignobes «Versan» Jeanjean «Arabesque» Les Vignerons Caaans en Roussion «Fruié Caaan» Les Vins Skai «Famie Skai» UCCOAR «Brise de France» Va d Orbieu «Cuvée Myhique» Pays d Oc PGI Cub des Marques 2009 Review WITH ENERGETIC BUSINESSES Companies and Signaures Aimery Sieur d Arques Anne de Joyeuse Bonfis Maure Vedeau Châeau de Engarran Domaine de Bacheery Domaine du Bosc-Sagé Domaine Gayda Domaine La Provenquière Joseph Casan La Condamine Berrand Laroche Lauren Mique Les Coines du Bourdic Les Domaines Pau Mas LGI Moncigae PH Wine Pays d Oc PGI wines referenced by he Groupe Berrand. Promoion of Pays d Oc references by Oivier Berrand Disribuion, Paris boes suppored hrough 6 co-branded promoiona campaigns in 5 counries (Ausraia, Grea Briain, China, Russia and France) 2 Pubic Reaions/Lobbying operaions Unificaion of Languedoc-Roussion wines on French supermarke sheves, Susainabe deveopmen research projec 2 Pubic Reaions/Lobbying operaions in France Johnny Hayday concer Béziers, Ausraian journaiss media visi Domaine de Manse, Maurin The Ambassadors Vin de Pays d Oc Coecion 2009 The Coecion caegory seecs he mos disinguished Pays d'oc wines. Every year a jury of professionas discerns and awards he Ambassadors and heir "Vin de Pays d'oc Coecion." The "Vins de Pays d'oc Coecion 2009 " represens he quaiy and heriage of Pays d Oc wih is refined and sophisicaed wines, and he addiiona obigaion of being boed in heir region of origin. They proudy caim heir 100% Pays d Oc origin and are recognized by a meda. Specific campaigns Produc sampes for media Promoiona operaions Evens 6 PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE

9 VIGNERONS AMBASSADEURS DE LA GAMME COLLECTION 2009 Case Frères Châeau de Gourgazaud Châeau Mas Neuf Domaine Campazens Domaine d'aigues Bees Domaine de Bee Mare Domaine de a Jasse d'isnard Domaine de a Provenquière Domaine de Longueroche Domaine de Maavieie Domaine de Nizas e Saèes Domaine de Vaensac Domaine des Deux Ruisseaux Domaine du Grand Chemin Domaine du Mas de Madame Domaine Gayda Domaine Jean Geizes Domaine a Fadèze Domaine es Quare Amours Domaine Maze des Croses Domaine Naura Domaine Sain Hiaire Domaine Sain Jean du Novicia Domaine Sain Marin des Champs Domaines Pau Mas Domaine Peyronne Foncaieu Vignobes Laroche Les Maîres Vignerons de Gaargues Les Vignes de 'Arque Les Vignerons de Puimisson Les Vignerons du Sommiérois Les Vins Skai PAYS D OC SEGMENTATION Pays d Oc PGI represens 2700 srucures who produce and se Pays d Oc PGI wines; i is hese srucures who maser he disribuor/consumer reaionship in he markepace. Passion Coecion Connoisseurs and wine-overs The produc segmenaion esabished by Pays d Oc PGI is an inerprofessiona breakdown wih he objecive of cassifying is poenia of 707 miion boes ino marke segmens. A ouch of eegance Sye Experienced or novice consumers Easy-o-share Séducion Consumers, or new consumrs Séducion, Sye and Coecion, These hree caegories ceary posiion Pays d Oc PGI wines from a consumer poin of view for he disribuor. They are wines suied o any environmen: sponaneous momens, specia occasions, sharing and discovery. A wih he guaranee of quaiy and origin. Coecion Sye Séducion VIN DE PAYS D'OC COLLEC TION 2009 Concepion, réaisaion e phoos : Pure Passion Coecion represens he opquaiy Pays d Oc PGI wines. Coecion defends he quaiy and heriage of he Pays d Oc wih refined and sophisicaed wines, and he addiiona obigaion of being boed in heir region of origin. Coecion is inended for connoisseurs and wine-overs, amaeurs of we-srucured, high quaiy wines wih nobe origins. A momen of pure peasure and sharing for a oenophies. 9 A ouch of eegance Sye defends he mid-ranged producs wih a sophisicaed wine range, eegany packaged and a ovingy-dosed aromaic quaiy. I represens a compeiive offer wih he poenia o increase Pays d Oc s marke shares agains is main compeiors, Caifornia and Ausraia. Sye enhras experienced or novice consumers. Perfec when accompanying a refined mea, conribuing o a ouch of eegance for upscae resaurans. The easy-o-share wine Seducion procaims is accessibe and innovaive wines as neverheess being finey eaboraed and origina, ofen modern. I has an impressive quaiy-price raio and is we-packaged (cans, Tera packs, fexibe conainers). These wines are we-rounded and fruiy. Séducion is inended for consumers, or new consumers, who are quie simpy ooking o sip a fruiy wine on a sunny oudoor errace, for an aperiif or o enjoy during an imprompu mea wih friends. PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE 7

10 RELEVANT PACKAGING Pays d Oc PGI: Reevan packaging Packaging Innovaion (presenaion, conainer, seaing) Pays d Oc PGI proposes a wide range of innovaive packaging in a variey of forms o seduce any consumer. Pays d Oc PGI packaging can be radiiona, eegan, sube, cassic, modern, off-bea, refined, amusing, cever Every reaier can find he size corresponding o heir ciens purchasing habis and expecaions: boes wih varied amouns (18.7 c c 50 c 75 c Magnum), cans, fexibe conainers... Pays d Oc PGI wines aso have corks ranging from radiiona o synheic and even screwops wih he prioriy being a pracica and easy uncorking and recorking process. Bag in Box: Simpified Serving and Eco-friendy Pays d Oc PGI has a wide range of variea wines, proposing he hree coours in conainers from 3 o 10 ires. The Bag in Box (BIB) presens numerous advanages incuding he possibiiy o conserve he wine up o 6 weeks afer opening, and he ibery of drinking jus one gass wihou opening a new boe. I s easier o sore and has fewer ogisics o manage, aowing for significan savings. The BIB respecs he environmen by using recycabe maerias. Whaever he sye and whaever he cienee, Pays d Oc PGI provides he righ produc, in he righ packaging, a he righ ime and a he righ price. 8 PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE

11 DISTRIBUTION NETWORK SUPPORT Through he fusion of is asses, business energy and ambiion, Pays d Oc PGI, in cose coaboraion wih he disribuion payers on he marke, is ideay posiioned o srenghen is producs and guaranee heir origin o consumers. Iner oc hopes o deveop a consrucive diaogue wih hese acors and work aongside hem on heir communicaion iniiaives of he Pays d Oc brand. Pays d Oc PGI suppors saes deveopmen in supermarkes wih disribuion-oriened promoiona aciviies Tesco - UK Promoiona Caaogues Wine-asing evens Promoion on sore sheves Dispay sands Canada Campaign - SAQ VIN DE PAYS D OC UN TERRITOIRE, DES TRÉSORS DE CÉPAGES Pays d Oc PGI suppors radiiona neworks Pracica guide DÉGUSTATION VIN DE PAYS D OC ASSEMBLÉE NAT I ONALE MERCREDI 3 DÉCEMBRE 2008 French Naiona Assemby Paris The 100 Bes Pays d Oc wines Guide he Neherands Cear, coheren informaion for consumers Pracica and efficien promoiona maeria Unique consumer gifs Fun, off-he-wa edioria maeria Magazine suppemens (ie. Gaskar) Wine-asing noebooks Aemagne - Presse Repaire de Bacchus - Paris An offer in god We are a your disposa o deveop, ogeher, markeing oos and speciaised campaigns. PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE 9

12 VIN DE PAYS D'OC COLLEC TION 2009 VIGNERONS AMBASSADEURS DE LA GAMME COLLECTION 2009 Case Frères Châeau de Gourgazaud Châeau Mas Neuf Domaine Campazens Domaine d'aigues Bees Domaine de Bee Mare Domaine de a Jasse d'isnard Domaine de a Provenquière Domaine de Longueroche Domaine de Maavieie Domaine de Nizas e Saèes Domaine de Vaensac Domaine des Deux Ruisseaux Domaine du Grand Chemin Domaine du Mas de Madame Domaine Gayda Domaine Jean Geizes Domaine a Fadèze Domaine es Quare Amours Domaine Maze des Croses Domaine Naura Domaine Sain Hiaire Domaine Sain Jean du Novicia Domaine Sain Marin des Champs Domaines Pau Mas Domaine Peyronne Foncaieu Vignobes Les Vins Skai E S T U N V I N COMMUNICATION Adverising in naiona and inernaiona magazines Marie Caire Revue du Vin de France LebensmieZeiung (Germany) Concepion, réaisaion e phoos : Laroche Les Maîres Vignerons de Gaargues Les Vignes de 'Arque Les Vignerons de Puimisson Les Vignerons du Sommiérois 9 Paid adverising/adverorias Wine Specaor (USA) Wein Und Mark (Germnay) Permanen and mobie dispay maeria Press kis and media reeases Press and pubic reaions p r i m e u r D O C o b r e p r i m e u r D O C o b r e p r i m e u r D O C o b r e w w w. v i n d e p a y s d o c. c o m C H A Q U E C É P A G E L ' A B U S D ' A L C O O L E S T D A N G E R E U X P O U R L A S A N T É. À C O N S O M M E R A V E C M O D É R A T I O N. 10 PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE

13 PRESENTATION OF A NEW EXPORT VISUAL Communicaion messages: n n n n The aure of op-quaiy wines A savoir-faire daing back housands of years The weah of he Pays d Oc erriory Eegance and moderniy Visua represenaion: n n n n Correaion beween he vineyard and hisory Syish and aid-back (back and whie) Wine a he hear of Pays d Oc cuure Tag ine: induge in an excepiona momen * Co-branding opporuniies PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE 11

14 DOMAINE DE MANSE Pays d Oc PGI Head Office Genera Direcor, Forence Barhès inerprofession@ineroc.fr n Communicaion/Promoion Team Communicaion/Promoion Manager, Linda Fione de Noisdens Communicaion/Promoion Projec Manager, Fabrice Gae Communicaion/Promoion Assisan, Brieshea Cowey Graphic Designer Vida Turuer Communicaion/Promoion Assisan, Thomas Romain inda-fione@ineroc.fr f-gae@ineroc.fr b-cowey@ineroc.fr vida-uruer@ineroc.fr homas-romain@ineroc.fr INTER OC - Pays d Oc PGI Inerprofessiona Organisaion Domaine de Manse - Avenue Paysagère - CS Maurin Laes Cedex - France Té. : +33 (0) Fax : +33 (0) E.mai : Inerprofession@ineroc.fr phoo credis: Domaine du Bosc-Sage, Gies Deschamps - Isockphoo - C. Gourmane - Iner Oc 12 PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE

15 A FEW NUMBERS hecares and 2,700 vii-vinicuure srucures 1 ha/3 in Languedoc-Roussion produces VINS DE PAYS D OC* 1 ha/10 in France produces VINS DE PAYS D OC* 5.3 miion hecoires produced in 2008/2009 (equivaen of 707 miion boes) 1 s of he 154 French wines in voume 60% of French Vins de Pays are VINS DE PAYS D OC* 92% of French variea Vins de Pays are VINS DE PAYS D OC* 2.5 miion hecoires expored in s French exporer in voume 5 h Word exporer of variea wines in voume 150 counries ried VINS DE PAYS D OC* in % increase in expor voumes in 2009 (compared o 2008) + 5.8% + 18% 1 VDP / 2 increase in expor vaues in 2009 (compared o 2008) increase of saes voume for varieas in French supermarkes in 2009 (compared o 2008) sod in hyper or supermarkes is a VINS DE PAYS D OC* saus change o PGI (IGP in French) from he 2009 vinage onwards PAYS D OC IGP - INDICATION GÉOGRAPHIQUE PROTÉGÉE 13

16 VIN DE PAYS D'OC COLLEC TION 2009 VIGNERONS AMBASSADEURS DE LA GAMME COLLECTION 2009 Concepion, réaisaion e phoos : Case Frères Châeau de Gourgazaud Châeau Mas Neuf Domaine Campazens Domaine d'aigues Bees Domaine de Bee Mare Domaine de a Jasse d'isnard Domaine de a Provenquière Domaine de Longueroche Domaine de Maavieie Domaine de Nizas e Saèes Domaine de Vaensac Domaine des Deux Ruisseaux Domaine du Grand Chemin Domaine du Mas de Madame Domaine Gayda Domaine Jean Geizes Domaine a Fadèze Domaine es Quare Amours Domaine Maze des Croses Domaine Naura Domaine Sain Hiaire Domaine Sain Jean du Novicia Domaine Sain Marin des Champs Domaines Pau Mas Domaine Peyronne Foncaieu Vignobes Laroche Les Maîres Vignerons de Gaargues Les Vignes de 'Arque Les Vignerons de Puimisson Les Vignerons du Sommiérois Les Vins Skai 9