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VINS DE FRANCE
– INNOVATION –
even disconcerting wines for the region due to their
novel grape varieties such as Gewurztraminer and Petit
manseng”. Matching the current zeitgeist, they ride the
crest of modernity and align with genuine demand for
instant gratification and moreish pleasure. “Producing
novel grape varieties gives another meaning to our
profession as winegrowers by rooting our vineyard sites
firmly in the modern age”, continues Laurent Poiron.
“Our Vins de France are bold yet delicate, and thanks
to them, we are currently developing our business in
Asia. Our choice of labels, which are both humorous
and modern, helps promote them. In fact, the only
challenge lies in the fact that they are niche wines that
are difficult to promote at their true value”.
BADET CLÉMENT: THE KEYS TO SUCCESS
The fifth-generation representative of a family of
Burgundy producers and merchants and an acclaimed
winemaker, Laurent Delaunay founded the Badet
Clément trading company with his wife Catherine
in 1995. Marketing 16 million bottles each year, two
thirds of which are exported to more than 50 countries,
the company specialises in producing and marketing a
broad portfolio that includes appellation wines from
Burgundy and Languedoc, PGI (Protected Geographical
Indication) wines from Languedoc and several ranges
of single-varietal Vins de France. “In general, we aim to
produce precise, elegant, well-balanced wines with good
drinkability”, says marketing and communications
director Emmanuel de Salve. “They all benefit from
very carefully designed packaging down to the smallest
detail. This attention to detail, from the vine to the
bottle, obviously comes at a cost and their price points
are slightly above the average for their category”. Within
this broad range, the successful brands belong as much
to the Vins de France category – including La Belle
Angèle – as to the IGP category such as Les Jamelles or
Burgundy appellations with Edouard Delaunay. “Vins
de France are not destined to be stuck at the bottom
of the ladder”, claims de Salve. “Numerous initiatives,
both within our company and among our colleagues,
prove that these wines can be successfully marketed
at price points on a par with or higher than those for
recognised appellations”.
Catherine and Laurent Delaunay, the founders of Badet Clément
Winemaking and ageing facilities in Monze, Languedoc
WINTER 2021 GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE 41