Mondavi, Laroche in Languedoc Moves
Wine Enthusiast, February 1997

The most important source of new French wines for the U.S. and other export markets is Languedoc, the huge southern region covering 800,000 vineyard acres stretching inland from the Mediterranean that has been almost entirely replanted with premium grape varieties in the last two decades. It is estimated that Languedoc, connoted by Pays d'Oc on labels, now accounts for one-third of all wines produced in France and 7 percent of all wines produced in the world – and virtually all of this ocean of wine is priced at less than $10 per bottle.

One of the newest Burgundy firms moving in this direction is Domaine Laroche, a major Chablis producer, which has acquired Domaine La Chevalière near Béziers, about 50 miles southwest of Montpellier.  Laroche built a modern winery there in time for the 1996 crush at a cost of $5 million and says this investment will double by 2001.  In contrast to most other Pays d'Oc producers, Laroche plans to offer blended wines composed of two or more grape varieties in an effort to achieve greater complexity.

Meanwhile, the Robert Mondavi Winery has announced that it will move all sourcing and production of its Vichon line of wines to Languedoc from California.  The Vichon Mediterranean varietals will be launched later this year in 23 U.S. markets, and eventually Mondavi will acquire vineyards and a winery in the Languedoc region.  Several other California producers are now sourcing Languedoc, assuring that the supply from southern France will swell even further and that American consumers will be exposed to more French wine than ever before, whether they realize it or not.

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