Sud de France is an umbrella brand name that has been created in June 2006 by the Languedoc-Roussillon Region and the assistance of professionals. Its mission is to gather all agri-food and wine products of the Languedoc-Roussillon under a single banner in order to facilitate their launch on local, national and international markets.
By adhering to this approach, 1,817 companies and 5,882 products have pledged to preserve and guarantee the distinctive origin and renowned excellence of the products and know-how of the Languedoc-Roussillon region.
Upon his arrival as President of the Regional Council in 2004, Georges Frêche made the following observation: in spite of its obvious economical assets, the region keeps mostly to itself and dreadfully lacks international reputation. Trained for economic development, he then decides to bring the Languedoc-Roussillon out of its seclusion and to give the regional economic network the resources to internationalize and break into major economic markets.
To help achieve this priority objective, Georges Frêche has launched the brand ‘Sud de France’ (South of France). When he died late 2010, Christian Bourquin, current President of the Regional Council of Languedoc-Roussillon, took over the reins. Clear, legible identifier, the brand is now widely distributed worldwide within the Maisons de la Région Languedoc-Roussillon which make it one of their main axis of communication and promotion.
The region Languedoc-Roussillon is the largest vineyard in one piece of the world. There are about 3,000 viticultural firms, 25,000 producers and 270 cooperative cellars. It has the most important organic farming surface area of France. In 2009, it totaled 798 producers and 12,661 ha (+51.9% between 2008 and 2009), which represents 32% of the French organic vineyard.
Its production exceeds that of Bordeaux, Australia, South Africa and Chile and represents a third of French wines volume. In 2009, the region includes about 270,000 hectares of vines and produced 12 million hectolitres, i.e. about 1.6 billion bottles. It has a range of 30 Appellations and Crus with white, red, rosé, sparkling and dessert wines. 30% are exported.
Within less than 20 years, its annual production has significantly decreased, from about 29 million hectolitres to 12 million. This is the result of a common effort to enhance the quality of the wines, associated to a consequent pulling-out program.
The average yield of the whole vineyard borders on 42 hectolitres per hectare and keeps on decreasing―today it is quality that prevails over quantity. Yields are generally far under the authorized 50 hectolitres per hectare and are much lower than in other French regions.
The brand Sud de France gathers AOC* (AOP**) wines and a wide range of Vins de Pays (IGP***) of which numerous varietal wines. It is present on about 30 markets abroad and today federates 1,817 regional firms and nearly 5,900 products, figures that are constantly growing.
* AOC: Appellation d'Origine Contrôlée
** AOP: Appellation d'origine protégée
*** IGP: Indication Géographique Protégée
The idea of Maisons arose from the economic reality of Languedoc-Roussillon, consisting essentially of TPE* and PME** (average of 5.1 employees, only Corsica shows a lower figure) for which the projection in the export represents a considerable challenge in human as much as financial terms. Maisons exactly have to help the regional companies in their deployment abroad by working on loyalty of the economic actors whose purpose is the promotion of the economy in general and the getting in touch with the regional companies in particular. They are defined as true commercial, logistic and promotional starting points to boost the international growth of the regional businessmen and economic entities.
So since late 2007, in Shanghai at first then the following year in London and finally in New York, the Maisons are using the brand to communicate the offer of Languedoc-Roussillon for wines but also for other innovative sectors.
The Maisons de la Région Languedoc-Roussillon abroad are guided from Montpellier by Sud de France Export, the organ created by the region Languedoc-Roussillon to favour international development of the firms from the territory.
* TPE: Très Petites Entreprises: Very Small firms - less than 20 employees
** PME: Petites et Moyennes Entreprises: Small and Medium Firms - from 20
to 249 employees
Thanks to their constant presence on the spot, the Maisons’s mission is to develop the export opportunities for the firms located in Languedoc-Roussillon, to search and watch economic data, trade and business opportunities in the host country. They are in charge of the extension and animation of the buyers and prescribers network, and the creation and maintenance of the links with partner brands. The final goal is indeed to make them meet the regional companies so that the latter have access to new distribution channels on international markets. By implementing the action plan of Sud de France networks through thematic tastings, prospection mission with firms from Languedoc-Roussillon, networking, etc... The staff of the Maisons spread the offer of the region and make it attractive for investors, buyers and distributors.
With teams of 3 to 5 qualified and specialized persons according to the sectors aimed at, the Maisons set their expertise of the market and their knowledge of the economic fabric at the service of firms from Languedoc-Roussillon to accompany them in their export approach. They also bring them logistic support and make them benefit from a network of service providers. A professional space with some ten computers connected to internet and as many phones can be used for free to make appointments, receive costumers and work in a business-favourable setting. This place is also able to host International Corporate Volunteers or Export Managers. A showroom conceived as a real showcase of Sud de France products―a space from 50 to 150 sqm depending on the Maison―welcome all year round wine tastings or seminars and session for training for the Sud de France brand.
The brand Sud de France registers since 2006 very good results on numerous international markets. Every place where the Maisons are settled, the referencing of Sud de France products increase significantly.
Since the opening of the Maisons of Shangai in November 2007, exports―in volume―of Languedoc-Roussillon wines (Vin de Pays and VQPRD*) to China have been multiplied by 4.7 to reach in 2010 a total exported volume of 253,024 hl. In value they have been multiplied by almost 6 and reach nearly € 58 million. These outstanding results enabled the region Languedoc-Roussillon to classify second, as well in volume as in value, at the rank of the French regions exporting to China. It took the second place in value from Burgundy wines in 2009 and maintained this position in 2010. Moreover, for the wines Sud de France, we notice a still steeper growth in value and in volume. The average price per hectolitre increased more in 2010 (+8%) than in 2009 (+3%) compared to the previous year.
We also witness a development of the offer of Sud de France wines in the United States with an increase of 12% in value and a strong growth of 23% of their price per hectolitre since the opening of the Maison de la Région Languedoc-Roussillon in New York.
In Great Britain sales of
Languedoc-Roussillon AOP wines in volume on the British off-trade market increased of more than 20% in 2010.
These figures thus evoke a positive trend for Languedoc-Roussillon wines, consumption of which was drastically dropping last years in Great Britain. It is the first time since 5 or 6 years that the haemorrhage is stopped and that a real progress of the sales of Languedoc-Roussillon wines is really noticeable. To be noted that the Languedoc-Roussillon is one of the rare French regions to pull out on the British market. France indeed registers a recession of 3% in volume on a British market that is losing momentum in its whole (-2% in volume in 2010).
* VQPRD : Vins de Qualité Produits dans des Régions Déterminées (Quality wines produced in specific regions.)
La Maison de la Région Languedoc-Roussillon aux Etats-Unis
La Maison de la Région Languedoc-Roussillon au Royaume-Uni
La Maison de la Région Languedoc-Roussillon en Chine
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