Free Run Wines launches cricket-themed AOP Bergerac wines

29 January, 2016

Free Run Wines has created a new brand of AOP Bergerac wines called Le Village Anglais and will present them at the upcoming France Under One Roof tasting.

The range is made up of a Sauvignon Blanc and a Merlot/Cabernet Sauvignon blend, retailing at around £7-£8.

Free Run director Charles Elms said: “We have intentionally developed Le Village Anglais as a pair of wines, as this is something that many retailers are looking for.

“Classic French wines continue to be very popular in the UK but, increasingly, consumers are looking for the clarity and security of varietally labelled wines.

“We are tapping into both of these consumer trends with Le Village Anglais. The traditional but elegant presentation is eye-catching, and the cricket theme ties nicely into the British ex-pat brand story.

“The range is aimed at the £7 to £8 per bottle category, which continues to show the largest growth in the UK [up 8% in the year to June 2015, according to Nielsen). The fact that these are AOP Bergerac wines is a real bonus.

“Many British consumers visit the Dordogne region every year, and will be very familiar with the excellent wines being produced in that area of France.”

Free Run Wines is returning to France Under One Roof on February 9, 2016, for the 13th year in a row, and across two tables, they will be pouring wines from six of their partners as well as Le Village Anglais.

The new wines are inspired by the Bastide town of Eymet, which is located 12 miles south of Bergerac in France’s Dordogne department.

Eymet is synonymous with British expats, who make up a third of the local population. The British community is so established in Eymet that they have even created their own local cricket team. The Le Village Anglais brand is designed to celebrate this community.

Free Run will be presenting brand new Beaujolais Crus and Burgundy wines to the UK market, as well as a line-up of Bordeaux, Bergerac and Monbazillac wines from its partner Couleurs d’Aquitaine. Alongside these will sit rosés from Pure Provence, as well as wines from Languedoc-Roussillon and AOP Buzet.




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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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