“It's at these dinners that magic can really happen as relationships blossom and orders get placed.” That’s how Business France’s Pandora Mistry explains its role in looking to bring French wine producers together with key UK wine buyers and importers at specially organised trade dinners and events.
After all despite an increasingly digital world, personal relationships still matter in the wine and spirits industry. Business France has already seen how successful these events can be when a trade dinner for UK buyers and French producers during last year’s London Wine Fair resulted in a number of wines being listed.
Buoyed by this success it organised another trade dinner, in partnership with The Buyer, during last month’s show in order to bring together a group of Languedoc producers, plus a Gascony co-operative, who were exhibiting at the fair, with a number of target UK wine buyers, importers and wine merchants.
The dinner was a chance for influential buyers to meet producers from the Languedoc and Gascony
It was an opportunity for the buyers to meet and better understand the potential for Languedoc wines in their ranges. It was clear from the reaction of the buyers that they see the region as a key part of their French wine offer - both for the quality and diversity of the wines, but also the value-for-money they offer at all the major price points on their list.
It’s why they were keen to take part in an event designed to allow them to meet and spend time with producers away from the hustle and bustle of the London Wine Fair.
Pandora Mistry, who helps manage the wine and spirits division at Business France in the UK, explained why events like these are critical in helping producers find their right place in such a competitive marketplace as the UK.
“Business France knows how to get the right people into a room not just at their French tastings,” she said, “but also at more intimate dinners where producers get to pitch to UK buyers.
“It's at these dinners that magic can really happen as relationships blossom and orders get placed. Last year’s post LWF dinner resulted in listings at the Oxford Wine Company, whose managing director John Chapman was enticed to come back again this year. These evenings are living proof that beyond the products, people buy people. Connections made over a dinner can lead to lasting friendships and orders.”
The Buyers
John Chapman, managing director of Oxford Wine Company returned for his second year taking part in the Business France dinner. He was joined by:
Omar Raafat: head of fine wine at Jascots Wine Merchants
Ashley Fahey and Tom Fahey: co-owners at the Terrace Rooms at Ventnor Isle of Wight.
Dan Whine: head of wine at Decant Group.
Andrew Clark: wine procurement manager at Mitchells & Butlers.
Dale Upton and Ella Upton-Clarke: co-founders of Dellavita.
The Producers
The producers who took part and who were also showing their wines at this year’s London Wine Fair.
Yvette Lupin from Domaine St Martin.
Camille Prunet from Castelmaure.
Marie Rouanet from Domaine de Saint Cels.
Gaëtan Pierre from Joseph Castan.
Mickael Capodagli from Caves Languedoc Roussillon.
Bruno Andreu from Maison Bruno Andreu.
Lin Zhu from Hauts de Montrouge.
Key themes from the dinner debate
Languedoc remains one of France's most underrated regions
Dan Whine, Decant Group
The Languedoc is one of the most exciting wine regions in France right now, and in my view still undervalued relative to what it offers. Value for money is the obvious selling point but the quality across the board has improved significantly and that's the more important story. The diversity of styles is what really sets it apart: you have delicate, precise rosés, genuinely impressive sparkling wines from Limoux, whites from La Clape that stand up to serious scrutiny and structured, age-worthy reds. Add to that a strong regional culture around sustainable viticulture and you have a region that ticks a lot of boxes for a buyer.
We already stock a decent range covering most styles and price points, from everyday drinking wines through to something a bit more special. White wines are where my attention is focused right now and still underrated by most people in my view. Primarily I wanted to look at white label opportunities and find wines that offer my customers real value. Getting in a room with the producers is always useful as it's a much better way to understand what they're doing than tasting blind.
Andrew Clark, Mitchells & Butlers
Languedoc as a region offers something for France as a wine producing country, and something different for us as buyers and consumers of wines. Languedoc has developed, it seems, as a real player in the canon of France's wine regions.
Looking back to when I started in wine, Languedoc still felt to have a perception of being “not quite as real” as some of the more developed regions. But, in time, Languedoc has edged itself into a place of varied, diverse and attainable wines (both in flavour profiles and cost), while still having a recognisable regional identity, and thus provenance.
That is important to consumers, and Languedoc is becoming as important as regions such as Bordeaux, Burgundy and Champagne.
Ashley and Tom Fahey, The Terrace Rooms
There were some hugely undervalued Languedoc appellations that compete with the best of the Rhone, and produce, when well made, some exciting, modern styles of wine at exceptional price points. I enjoyed multiple Picpouls, a Corbières, some Limoux Crémant, two Pinot Noirs, multiple Carignans, some IGP rosé, a really good Viognier/Chardonnay blend and one no alcohol wine.
What the wines all have in common is lower levels of industrialisation, organic or respectful agriculture, character and few uses of commercial yeast. We wanted to take part in the night as we’re interested in the region, with some of our best-selling wines coming from there. I think that, if you look hard, you can find a real depth of price to quality ratio.
Omar Raafat, Jascots
Languedoc is a value alternative to Southern Rhone big names, with the cooler appellations like Pic St Loup bringing exciting freshness and elegance more in line with current trends. It’s also got a growing reputation for quality at top end whilst still offering value for bulk wine.
The diversity of varietals and terroirs makes it interesting, along with a range of styles. It’s an exciting region in terms of innovation at the moment.
We have a strong focus on organic, biodynamic, sustainable producers and Languedoc is a leading region for this. I was particularly impressed by the wines from St Cels in St Chinian which showed impressive balance and elegance.
Buyers are actively looking for new producer relationships
Claire Greenwood, Society of Vintners
I was really impressed with the wines on show at the dinner when it was useful to get a wide spread of styles and ideas. I have had follow up emails from most of the producers, and there will be some work being done by me to see what we need to look at to broaden our range.
My aim for attending was really to get an understanding of some of the new and interesting styles coming out of the Languedoc, and hopefully find a producer or two we could work with going forwards.
What I have always enjoyed about the Languedoc is the value for money which can be found for classic styles of wine such as varietal wines, the innovation which feels very important to the region, and the diversity of what it has to offer. The sheer number of small producers, all doing something slightly different or unique, but still in a commercial way, makes the area really interesting.
As well as great wines, there were some great examples of packaging on offer, which is really important, and for us, working with smaller family owned producers is key, and it feels the area has that in abundance. Our range is pretty limited at the moment - a few estate varietal wines, and Picpoul de Pinet are the core wines we stock, and I think we have scope for more.
Dale Upton and Ella Upton-Clarke, Dellavita
Our portfolio currently doesn't contain any French wine, which we feel is a gap. What we did come away with is that opportunities exist to secure exclusive, quality wines in both mainstream and lesser-known areas. We are now thinking about a road trip in France.
We had great conversations at the dinner, and these will be the routes for our travels. We won't just taste the wine and decide whether we like it. Yes that is the first step in most cases, but our brand's ethos is more. We walk the fields, taste with the winemaker, and understand the science and terroir of the land. Wine always tastes better with friends, and the families and workers of what we import are our friends.
Andrew Clark
I am always interested in seeing what is available outside of the typical supply base I tend to use. I also wanted to see some Languedoc products for personal interest and have an intimate audience with the makers, who can explain their practices and their reasons for approaches. The session was useful.
I now have a number of new contacts in the region, whose wines were enjoyed on the night, and through some conversations with the producers, can produce some unique label options for us. We currently buy Picpoul, a Gris Blanc and some Cabernet Sauvignon.
Producers views: Face-to-face events still matter
Gaëtan Pierre, Joseph Castan
The networking dinner was really very nice. There was such a warm atmosphere and we very much appreciated the attention and consideration given to us by the buyers. The fact we were able to change places during the evening allowed us to get to know everyone. It was great that the evening ended with a group of us together in a pub - just to show how well we got on.
I have to congratulate the Business France team. I have rarely attended suI have rarely attended a dinner of such high quality in every respect.
Marie Rouanet, Domaine de Saint Cels
I found the dinner format nice and intimate and very interesting because it allowed us to have a really good exchange of views between producers and potential buyers. The selection of buyers made it even more interesting as they were so varied in terms of their different distribution channels.
It was great to be able to share this moment together over a very friendly dinner. I have already been able to follow up with two of the buyers present at the dinner."
Camille Prunet, Castelmaure co-operative
I really liked the speed dating format because it allowed more personal and interesting discussions than in a traditional wine fair. We had more time to speak and better understand each other. We have had a few contacts since the evening, so it was very positive for us. The UK market is very important for Castelmaure and we would really like to develop more business there.
Yvette Lupin, Domaine St Martin
I found it particularly valuable to meet buyers directly and better understand the market, the venues, and ultimately the consumers themselves. Experiences like this really highlight that, as producers today, it is no longer enough to simply arrive with a portfolio of wines. We need to go further and actively support our partners on the ground.
To me, this is what will increasingly make the difference: being present alongside them, organising tastings, participating in local events, and helping create meaningful experiences around the wines. In the end, wine is also sold through the story of the estate and the human connection and experience we are able to build around it. I had some very positive exchanges with several buyers during the evening. Nothing concrete at this stage, of course, but I am definitely working on developing these opportunities further.
Lin Zhu, Hauts de Montrouge co-operative
I was able to make some very interesting contacts with buyers during the dinner. I have taken the time to follow up with each of them and I hope it will lead to something in the future. I think our Bird #9 Côtes de Gascoigne (100% Colombard and 9% abv) is well placed to find its way in the UK.
