If you know where to look then France continues to be the treasure trove of wines that can keep wine importers and merchants happy 365 days of the year. For those really in the know then the Pays d'Oc wine region has become a reliable, consistent source for good quality and great value for wines. The Buyer talks to three leading wine importers and merchants about what they are looking for from the region in the first of two sets of interviews with leading buyers.
John Charles Townend, managing director, House of Townend
John Charles Townend says Pays d'Oc wines have become an essential part of its range
How important are Pays d’Oc IGP wines to your French range?
Very important. I would go further and say that it is one of the most successful areas in our entire range.
What do its wines offer you in terms of style and price points that other regions can’t do?
They cover so many requirements – competitive, everyday drinking, mid-range and upper range as well as being a great source of diverse varietals. So, on top of all the well-known varietals we have a great following for more intriguing varietals such as Vermentino and Marselan.
How well known and understood are Pays d’Oc IGP wines with your customers - what is their overall perception of them?
Given they are varietal driven there is instant recognition amongst our customer base. There is a general feeling that you get a lot of ‘bang for your buck’, which is a fair assessment.
What do they offer in terms of quality and value for money?
As per above, this is one of the key drivers for this category. Fruit driven, succulent and easy drinking, Pays d’Oc has lead the way in responding to the stiff competition from both Australia and Chile over the past 10 years or so.
Is the diversity of the label’s offer a helpful selling point for you?
Yes, for sure. Sauvignon, Chardonnay, Merlot and Syrah/Shiraz are the volume drivers, but we have a continual flow of new listings which have delivered excellent volume. Grenache Blanc, Vermentino (Rolle), Viognier, Chenin Blanc, Cabernet Franc, Malbec, Grenache, Marselan are all varietals that have worked well for us.
Have you noticed any big changes to the wines from Pays d’Oc IGP in terms of winemaking in recent years?
There has been a clear recognition of what the international market demands which has been reflected not just in the winemaking, but also the viticulture and grape selection. The result is a wonderful array of everyday drinking wines available to the market.
That said, there is variation and you need to choose your partners wisely. We find that working with winemakers over the long term enables us to influence the style of wines produced. They are very alert to what the market is demanding and are prepared to tweak blends to meet our requirements.
What would you like to see more from Pays d’Oc IGP labels?
We design a lot of our own labels ourselves so this is in our control.
What is the best-selling price for the wines?
We find the real sweet spot is between £9-£12.00 per bottle.
What makes you orientate your clients to a Pays d’Oc IGP wine? Is it food pairings, price or something else?
Price point is important. They are great for parties, weddings and private functions and deliver super value for money and interest. They cover such a wide range of tastes. Wine by the glass in the on-trade is also a great placing for the Pays d’Oc.
Nic Rezzouk, wine buyer, Reserve Wines
Nic Rezzouk says the Pays d'Oc ticks all the boxes he is looking for when buying wines from France. Photograph Mark Waugh
How important are Pays d’Oc IGP wines to your French range?
It’s quite key, not so much by organic demand - no one really comes in and asks for a Pays d’Oc wine - but it’s very important by style vs price point ratio. It offers French (tick), affordable (tick) and highly drinkable/fruity/fresh (tick tick tick) wines.
How well known and understood are Pays d’Oc IGP wines with your customers - what is their overall perception of them?
I’m not sure people know much about Pays d’Oc wines, which let’s be fair is a rather large IGP. They probably saw the words on many menus in bars and restaurant but because the grapes and styles are quite varied, I don’t think it’s established itself in a way that would prompt someone to ask “Do you have a white wine from Pays d’Oc please?”
What do they offer in terms of quality and value for money?
Quality wise I find it can vary quite a bit. A lot of wine is made there and it’s easy(ish) to find quality when you search right. The price point isn’t always adequate and the branding isn’t always right either. So it warrants digging a little to find the right SKUs.
Is the diversity of the label’s offer a helpful selling point for you?
Well with up to what I think is 58 different varieties, it’s helpful as a buyer for end consumers to know that we’re bound to find wines that are suitable for us from that area. I don’t think this particular point, though, helps sales to end consumers. It probably helps suppliers to sell to me but no one has come to me with this particular argument.
Have you noticed any big changes to the wines from Pays d’Oc IGP in terms of winemaking in recent years?
It’s fair to say quality seemingly has risen. Labels are looking more and more engaging which suggests producers have a bit more freedom to do what they want. I notice a lot of non-French-owned ventures are there too (e.g. Domaine Gayda) which brings a different market understanding, one maybe more suited to the British and export market. Many seem to be organic certified now too.
What would you like to see more from the label?
A more engaging and communicative label. Something that looks modern and visually instils a sense of what the wine will be like in the glass, while providing the right information valuable to consumers on the back label, like information about the grapes and what makes the wine unique that doesn’t sound like it’s been AI-generated.
What is the best-selling price for the wines?
For us it would be £10-£14 RRP
What makes you orientate your clients to a Pays d’Oc IGP wine? Is it food pairings, the price or something else?
Price point (quality for good money) and drinkability. More serious wines tend to belong to a specific AOC (e.g. Picpoul, Collioure etc).
Jason Yapp, co-founder, Yapp Brothers
Jason Yapp says the Pays d'Oc offers him a choice of grape varieties he is looking for and wine styles
How important are Pays d’Oc IGP wines to your French range?
Quite important, in that they are often well made and good value, but we seldom buy wines because they are Pays d’Oc it is more coincidental than that.
What do its wines offer you in terms of style and price points that other regions can’t do?
Value and variety are the key factors here.
How well known and understood are Pays d’Oc IGP wines with your customers - what is their overall perception of them?
I don’t think there is much customer awareness of the region, but they appreciate the value of the wines – especially at the moment.
What do they offer in terms of quality and value for money?
They are good on both counts.
Is the diversity of the label’s offer a helpful selling point for you?
Not really, it’s more of a helpful buying point.
Have you noticed any big changes to the wines from Pays d’Oc IGP in terms of winemaking in recent years?
Quality has improved a lot and quite rapidly in recent years.
What would you like to see more from the label?
That is hard to answer, much of the appeal of the Pays d’Oc is the freedom it offers winemakers to create wines and labels they want.
What is the best-selling price for the wines?
The best range for us is £10-£14, less to merchants and supermarkets shipping in bulk.
What makes you orientate your clients to a Pays d’Oc IGP wine? The food pairings, price or something else?
For us it is about grape varieties and styles of wine e.g. Pinot Noir from Malpère that cannot be called Malpère because the AOP does not permit Pinot Noir.
* You can find out more about the Pays d'Oc IGP wines at its website here.
* The second set of interviews with top merchants on Pays d'Oc wines will be published next week.
