“Our problem is to get the consumer at over $50 [a bottle]. When someone has decided to spend $50 or $60 they will certainly go for Châteauneuf-du-Pape and they forget that Languedoc is producing very high-quality wines as well.”
To get the word out, the group is courting sommeliers–especially at the high-end restaurants. It seems to be working. Cosme, the Manhattan Mexican restaurant at which the Obamas dined last fall, has three wines from the Languedoc on its list.
“But we won’t be happy until Languedoc wines are available on every shelf, in every shop,” Molines grins.