The Pays d’Oc is a key growth area for key UK wine importers
Andre Neves, senior commercial and buying manager at Ehrmanns
How important are Pays d’Oc IGP wines to your French range?
Yes, they are important to our business. Whilst we are not a major player in the French category we have been gradually increasing our footprint in this space and to date, Pays d’Oc IGP wines have been the key growth area for us.
What do it’s wines offer you in terms of style and price points that other regions can’t do?
For us it is about having access to a wide range of internationally known grape varieties within the French category that are well made at affordable prices. The producers we work with are innovative and understand the market and consumer demands, so together we can deliver wines that express the best of the region and the varietals at competitive prices.
Malbec and Sauvignon Blanc have been working quite well for us and more recently Pinot Noir and Merlot. The rosé wines are also attracting great interest. They are also visually very appealing, clean and fresh, very drinkable and uncomplicated wines. This is a space that we aim to give more focus to for next year.
What do they offer in terms of quality and value for money?
It's the flexiblity with Pays d'Oc wines that is so attractive says Andre Neves
Within the French category, Pays d’Oc IGP wines give us an opportunity to work with good value wines that deliver quality. A few years ago, we moved our wines from the more generic Vin de France to Pays d’Oc IGP as we believe that having the Pays d’Oc IGP statement on the labels, together with varietals that are easily recognisable, give the consumer clarity and what to expect when picking a bottle from the shelf.
The wines we source are very approachable stylistically and the producers we work with allow us to play with different components such as residual sugars and the addition of oak elements in the blends. Having this flexibility enables us to tailor the wines according to the market demands and consumer trends.
Is the diversity of the label’s offer a helpful selling point for you?
All Pays d’Oc IGP wines we source and bring to market feed into our own brands or are developed in conjunction with a particular customer. To date, we haven’t worked with producer brands, but we are seeing more and more innovative brands and designs that stand out on shelf.
For example, eye catching bottle shapes, especially in rosé wines, which suggests that the region, winemakers and producers are paying attention to the market dynamics. This type of packaging seems to attract younger demographics which are much needed to shift the declining trend we are witnessing in the wine category.
Have you noticed any big changes to the wines from Pays d’Oc IGP in terms of winemaking in recent years?
Lower alcohol wines, particularly for UK exports, are becoming more available. Duty tax and a shift in consumer drinking habits are likely to be responsible for this trend.
For 2023 vintage we were able to bring down the alcohol level on our Sauvignon Blanc from 12% to 11% without compromising quality and taste and this was very well received. We are also seeing this adaptation in rose wines and reds to some extent.
What is the best-selling price for the wines?
Around £8 retail in large retail outlets.
Daniel Lambert, managing director, Daniel Lambert Wines
Daniel Lambert has now based his wine distribution business in France
How important are Pays d’Oc IGP wines to your French range?
Very as it’s a key area for growth for us.
What do its wines offer you in terms of style and price points that other regions can’t do?
The Pays d'Oc generally offers value firstly and quality close behind, but it’s also one of the few French regions that has made it easy to promote its grape varieties. This small detail is a massive guide for the public as many have no idea what’s in AOC/DOC/DOCG wines.
What do they offer in terms of quality and value for money?
They are wines that are generally at affordable prices, but it also allows consumers to benchmark grape varietals which is quite key to overall wine sales for people on normal wine buying budgets.
Is the diversity of the label’s offer a helpful selling point for you?
Simply put - yes, absolutely.
Have you noticed any big changes to the wines from Pays d’Oc IGP in terms of winemaking in recent years?
There is a real drive to reduce alcohol levels and this will get stronger (when looking to work with importers and retailers in the UK) when the duty easement finishes in February 2025.
Moreover wines from the Pays d’Oc that are targeting exports seem to be more and more focused on being fruit forward. It interesting there is a distinct difference to Pays d’Oc IGP domestic market wines and Pays d’Oc IGP export market wines.
In France you simply can’t move for Viognier in every caviste and supermarket but seldom see Sauvignon Blanc or Chardonnay, however it’s the converse in the UK.
The styles of wines are also vastly different in the two markets, but this shows that the region can adapt to the destination it is looking to work in which is an interesting and important fact.
What would you like to see more from Pays d’Oc IGP labels?
I think they are about right as they are to be honest.
What is the best-selling price for the wines?
We are looking to target the £9.99-£12.99 price segment.
Any specific activity you have done with Pays d'Oc IGP wines that you would like to share?
We regularly promote our Villa Blanche range in the UK. With global UK sales of 50,000 9L packs it is clear the consumer likes this region too!
Richard Ellison, managing director, Wanderlust Wine
Richard Ellison says the Pays d'Oc "offers wines that are great value, easy drinking, and are accessible for all types of wine drinkers"
How important are Pays d’Oc IGP wines to your French range?
They are very important to us at Wanderlust Wines. The region offers wines that are great value, easy drinking, and are accessible for all types of wine drinkers. This region can achieve good yields that other regions cannot – and produce wines of important lower price points in what has become a difficult country to find value.
What do its wines offer you in terms of style and price points that other regions can’t do?
It makes delicious, crisp wines. The Pays d’Oc IGP is also producing more lesser known and not commonly seen grapes which makes it even more interesting as a region to source wines from. It also has a wide choice of good quality wines at lower price points which is a crucial combination.
What do they offer in terms of quality and value for money?
For us, Pays d’Oc IGP is still the key label for entry pale rosé below the Provence price point. Whilst it offers a slightly different style, many consumers and customers just want a pale rosé and are not always looking to buy Provence wines.
Have you noticed any big changes to the wines from Pays d’Oc IGP in terms of winemaking in recent years?
We have seen producers taking themselves more seriously both in the wines they are making individually and as standalone winemakers, but also an area as a whole so that it now has an identity of its own.
What would you like to see more from Pays d’Oc IGP labels?
Simplicity is the key here. Labels and designs that the end consumer can quickly what they are buying, and what is in the bottle.
What is the best-selling price for the wines?
For us we are looking to sell wines £7.50 to £9 to the on-trade and then £10-£12 retail.
* You can find out more about Pays d'Oc wines and the region here.
