CROSSING SAINSBURY'S

Published: 23 July, 2008

Sainsbury's has become the first of the UK's supermarkets and wine retailers to use the Languedoc Cross' quality emblem launched to the UK trade in September. The first two Languedoc wines to bear the cross will be Sainsbury's Reserve Selection AOC Corbires 2001 from Gruissan and Sainsbury's Reserve Selection AOC Minervois 2001 from Rieux (both retail at 4.99). The cross will appear in other multiples in the next few months, as existing AOC Languedoc wines convert to the new packaging. A variety of premium Languedoc wines will also be promoted with the Languedoc Cross in on-trade premises. The Languedoc Cross was developed by the Conseil Interprofessionnel des Vins du Languedoc (CIVL) to give recognition to Languedoc wines retailing at over 4.95 per bottle in Britain. Coz Kampanaos of VibrantC, who is involved in promoting the cross in the UK, said: What differentiates our strategy from that of other generic bodies is that it has set a quality floor of 5 on its wines. This should give wine drinkers the confidence to travel between different Languedoc appellations.'

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