Northern Rhne announces action plan
The northern Rhne's largest appellation has admitted it lacks dynamism and needs to justify its prices
A study of Crozes-Hermitage by Inter-Rhne showed the appellation did not conjure any clear images in the UK consumer's mind.
Brice Eymard, head of research and market management at Inter-Rhne told Harpers.co.uk the study had identified a number of weaknesses: "Ctes du Rhne is very well-known but Crozes-Hermitage needs a clearer consumer image. St Emilion conjures up images of chteau but we don't have that."
The study showed its grape variety - Syrah - was an inherent strength and was seen as good value for money. However he added: 'Our prices are already healthy but we need to justify those prices."
It will launch a three-year "plan d'action" in October using the results from its research.
Its latest figures show more than half of its exports are shipped to the UK.
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