Massive AOC shake-up proposed

[Craig Camp]

French winemakers have a hangover,’ he said, adding that it could no longer rely on the romantic history of the great chateaux to sell its wine: ‘Beautiful stories are not enough.’

[Andre]

Anger is the first emotion generated from this article and especially from the quote.

This step should be banned and traditional falvors encouaged in each terroir.

[Carolyn Tillie]

In this morning's Wine Spectator, France to Consider First New AOC Classification Since 1935 .

[Brad Ballinger]

Well, I'll believe it when I see it. This isn't quite the same as Italy's DOCG designation since, as I understand the article, AOCE can apply to any AOC -- it's just that certain wines will earn that extra letter.

But for the non-European consumer who already doesn't understand French labels, I don't know how this is really going to educate them. Rather, it will teach buyers something like "that extra 'E' means I cost more money."

[Lisa J]

This makes no sense to me (and I live in France). I agree with you Brad. Presumably these AOCE bottles will be at the more expensive end. Is that the solution to the wine surplus? It seems like they would be better served by targeting the same wine drinkers that the Australians have marketed to so successfully. There should be an all out effort to promote everyday, affordable French wines. Rather than adding another level of complexity to the already confusing AOC system, they might be better served by simply labeling export bottles with the varietals, since that is something that novice wine drinkers can understand (an addition that should not be necessary at the high end). It might go a long way toward increasing understanding with the foreign public. I think the AOC system and French wines are simply too intimidating for novice wine drinkers.