The Hindu Business Line : Raising a toast for the French wine

The company is keen on developing a domestic retail network in India and is looking for buyers to stock and sell its wines. To start with, it will open a representative office in Delhi in June.

Mr Georges Freche

New Delhi , Jan. 19

A FORMER Professor in a university and President of a region in France explaining about the aromatic and limpid wines produced in his region for effectively marketing them abroad definitely makes him a don with a difference.

Such is the multi-faceted Mr Georges Freche, from the capital of Septimanian Languedoc-Roussillon, Montpellier, the southern region of France, that he is equally eloquent about the ancient university located in his region, where he served as a Professor before he became the regional President. Mr Freche, who is here to promote the wine firm from his region, Septimanie Export, at the ongoing India International Food and Wine Show, says that his region is not only home to some of the best wines of Francebut also to the ancient University of Montpellier.

As the vineyards in Languedoc-Roussillon are among the oldest and largest in the world with grapevines of prehistoric vintage, this second largest wine producing region in France has over 30 varieties such as red, roses, whites, sparkling and `cremant', muscats and natural sweet wines, among others, he said.

Extolling the abundance of his region, he said that one could find fruits in the orchards of Vallespir, goat cheeses, mushrooms in Lozere and chestnuts in Cevennes.

Stating that Languedoc-Roussillon region's wines have not been effectively marketed across the world unlike other French regions of Alsace, Burgundy, Loire Valley and Bordeaux Mr Freche said he has devised a global campaign to popularise the best wines of his region in places such as India, Brazil, Russia, Shanghai and Boston (United States).

He said India is emerging as a great economic power with its rising middle-class population, which possesses high disposable income to enjoy exceptionally good things in life such as wines.

Mr Freche said currently the import duty in India is too high and this needs to be brought down to promote import of the best wines from different regions of the world.

When asked why his region is targeting the markets abroad, Mr Freche said there is heightened health-consciousness within Europe where people prefer to drink plain or mineral water to wine, as the campaign against alcohol is strident.

He said Septimanie produces 18 million hectolitres of wines a year and as much as 45 per cent of it is exported. So far the exports were mostly within Europe.

Over the last two decades, the region's winemakers have been changing the quality, bolstered by extensive research into viniculture and the genetic stocks constantly being improved by the introduction of new varieties.

Mr Freche said the company is keen on developing a domestic retail network in India and is looking for buyers to stock and sell its wines.

To start with, it will open a representative office in Delhi in June.

The region's participation in the wine show and his earlier meeting with buyers in Mumbai are only the first step to have a long-term relationship with India, for the mutual benefit of both the countries in promoting quality and affordably-priced wines from his region.