Left Bank claims Bordeaux first

11 August, 2008

Wine supplier Ten International has launched what it claims is the first ever single varietal Cabernet Sauvignon from Bordeaux.

Former Unwins marketing man Bill Rolfe, who heads the company, said Left Bank, created in partnership with Yvon Mau, would “shake up Bordeaux”.

“We wanted to make a Bordeaux wine in the commercial arena that was more accessible, drinkable and user-friendly, which is why we’ve used a modern New World-style name and clear cues from consumers,” he added.

Recent reforms to Bordeaux labelling rules have permitted single varietal descriptions for the region for the first time.

The wine will have an rrp of £7.99 and be supported by press advertising.

Ten International has also launched a new Argentine wine called La Poderosa. The name translates as “the powerful one” and was the nickname of the motorbike ridden by Che Guevara on his journey through Patagonia immortalised in the book and film the Motorcycle Diaries.

The wine is produced by Bodega Del Fin Del Mondo in the same region and is a Malbec-driven blend with Cabernet Franc, Petit Verdot and Tannat.

It will have an rrp of £9.99




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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