‘Crap Wine’ a Winner in Southern France
By: Ashley Thompson
With an unenviable position of being stuck between wine superstars Bordeaux and Côtes du Rhône, France’s Languedoc is a region whose wine just can’t manage to shine. Through the years, frustrated vintners have ripped up their vines and headed for friendlier terroir and reputation. They’re fed up and going broke in these tough economic times. But that may soon change, thanks to a brilliant (and may I say, entirely un-French) marketing scheme that plays to Languedoc’s spiraling stance in the wine world. We’d like to introduce you to “Le Vin de Merde,” or “Crap Wine.”
Restauranteur Jean-Marc Speziale and winemaker Walter Valgalier concocted their devilish little PR tactic in the caves of Gignac, near Montpellier. Speziale told Just-Drinks.com that the canny name acts as a backhanded compliment to Languedoc’s underappreciated wine.
“This draws attention to the fact that we make very good wines,” Speziale said.
In actuality, Vin de Merde hardly lives up to its name–thankfully. Bottles sell for 7 euros (somewhat pricey by French standards) and are flying off shelves of local carriers. It seems, for now, that this publicity stunt initiated out of angst and frustration is wholeheartedly succeeding. It remains to be seen, though, whether this will help Languedoc reshape its reputation in the wine world.
Photo: Boston.com
Go Further
Animals
- How can we protect grizzlies from their biggest threat—trains?How can we protect grizzlies from their biggest threat—trains?
- This ‘saber-toothed’ salmon wasn’t quite what we thoughtThis ‘saber-toothed’ salmon wasn’t quite what we thought
- Why this rhino-zebra friendship makes perfect senseWhy this rhino-zebra friendship makes perfect sense
- When did bioluminescence evolve? It’s older than we thought.When did bioluminescence evolve? It’s older than we thought.
- Soy, skim … spider. Are any of these technically milk?Soy, skim … spider. Are any of these technically milk?
Environment
- Are the Great Lakes the key to solving America’s emissions conundrum?Are the Great Lakes the key to solving America’s emissions conundrum?
- The world’s historic sites face climate change. Can Petra lead the way?The world’s historic sites face climate change. Can Petra lead the way?
- This pristine piece of the Amazon shows nature’s resilienceThis pristine piece of the Amazon shows nature’s resilience
- Listen to 30 years of climate change transformed into haunting musicListen to 30 years of climate change transformed into haunting music
History & Culture
- Meet the original members of the tortured poets departmentMeet the original members of the tortured poets department
- Séances at the White House? Why these first ladies turned to the occultSéances at the White House? Why these first ladies turned to the occult
- Gambling is everywhere now. When is that a problem?Gambling is everywhere now. When is that a problem?
- Beauty is pain—at least it was in 17th-century SpainBeauty is pain—at least it was in 17th-century Spain
Science
- Here's how astronomers found one of the rarest phenomenons in spaceHere's how astronomers found one of the rarest phenomenons in space
- Not an extrovert or introvert? There’s a word for that.Not an extrovert or introvert? There’s a word for that.
- NASA has a plan to clean up space junk—but is going green enough?NASA has a plan to clean up space junk—but is going green enough?
- Soy, skim … spider. Are any of these technically milk?Soy, skim … spider. Are any of these technically milk?
Travel
- Could Mexico's Chepe Express be the ultimate slow rail adventure?Could Mexico's Chepe Express be the ultimate slow rail adventure?
- What it's like to hike the Camino del Mayab in MexicoWhat it's like to hike the Camino del Mayab in Mexico