Buyer’s Spotlight: Patient Picpoul

By Jason Millar

Published: 04 August, 2026

While some trade commentators like to write about the death of appellations and the inability of European wine laws to challenge the agility of New World brands, I have just three words: Picpoul de Pinet. A runaway success in export markets, Picpoul de Pinet has become a household name in the UK, rising up the ranks to full AOC status in 2013. Still a staple of pub wine lists and ubiquitous in seafood restaurants, Picpoul successfully poached Muscadet’s customers in the 21st century.

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