However, I think that if consumers simply had a chance to taste the wines and then look at the reasonable price tags given the quality they would flock to the wines. The Languedoc seems to marry elegance and power in a manner that few wine regions manage to do at such price points. This is certainly saleable. All the knowledge of sub-regions, etc. can come later. Just get people to taste the wines!

I’m sure if the “brutally honest” perspective is not a little out of date (or is more applicable to Russia at this point.)

In my experience drinkers, critics, retailers, importers, bloggers, and wine writers in the UK, US, and European areas are very interesting in learning about individual appellations of the Languedoc and the Roussillon. When Cabardès is being written up in the Wall Street Journal, Pic St Loup in the New York Times, Terrasses du Larzac in the Financial Times, and Decanter, it’s hard to argue otherwise.

Jancis, the Wine Spectator, The Wine Advocate, Decanter, RVF all have tastings or write about different appellations from the region on a fairly regular basis. Google, Fitou, Minervois La Liviniere, Côtes du Roussillon Villages and you have a wealth of information from major newspapers, wine writers, bloggers, and on forums from aficionados.

Seth Godin wrote a short post about this with the question:
Why do smart people engage in negative thinking?
The answer: It feels good, feels realistic, protects us and lowers expectations. (Post here: http://sethgodin.typepad.com/seths_blog/2009/09/the-problem-with-positive-thinking.html )

In my limited experience, while the market will accept ‘friendly, affordable wines’ (from anywhere!) it’s not what it expects. Consumers in every area want one thing: something that exceeds expectations, something that excites, something that offers real value at its price, and something that everyone from the first person that made the first cut during winter pruning to the person that removes the cork in the end believes in fully.

In many ways things are easier then they have ever been for small independent AOC growers from the area.

Imagine for second how difficult it was for Aime Guibert to sell a Vin de Pays de l’Hérault in the late 70s and early 80s. Or how difficult it was for Napa vinters to sell wines in New York in the 60s, and 70s. Or imagine starting Montes in Chile in 1987.

Then imagine if for one second they had taken their lead from some Mr Brutally Honest of the period.

Truth is, that working in the Languedoc’s well regarded AOC’s is a walk in the park in comparison. Not easy, but easier then ever before.

Through-out history it has only been growers who believe in their appellations, and who take risks, who can find importers, customers, writers who are willing to do the same. Negly is a one of them.

Talk down to customers (with only ‘friendly, affordable wines’) and you’ll find that attitude reciprocated.

If you work as if you expect the worst, and with those who think the same, and by God you’ll get it. Work as if you expect the very best, and demand it, and you will get that too. As will customers.

To be sure, no L-R appellation can trade on it’s renown to offer customers wines that are sub-standard for the price. But who really wants that?

Great stuff. Look forward to the second part!