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Published:  23 July, 2008

The Syndicat des Producteurs de Vin de Pays d'Oc has launched a major marketing campaign in the UK, revolving around the strapline: It's all happening in the Oc'. At the London International Wine & Spirits Fair last month, syndicat president Jacques Gravegeal said that the Syndicat was spending 500,000 on its new transformation campaign', which includes a marketing offensive addressing the Vin de Pays d'Oc's lack of a clear identity, involving a series of trade activities and a programme of promotions in most of the UK's major licensed retail chains. Gravegeal said he hoped that the transformation campaign would convey the excitement at the innovation and dynamism in the region. The Vin de Pays d'Oc region (Languedoc-Roussillon, Aude, Gard, Hrault and the Pyrnes Orientales) is described as the largest vineyard in the world'. With 300,000 hectares, it is three times larger than Bordeaux and six times greater than Australia's total land under vine, and wines from the region account for 40% of the Vin de Pays imported into the UK. Vin de Pays d'Oc also claims to be the leader in French Vins de Pays and is the third leading exporter of French varietal wines.