Union des Côtes de Bordeaux's project
Today, the Côtes de Bordeaux wines main markets, France and Belgium, have reached a saturation point. On the contrary, emerging markets such as Asia are becoming bigger wine-consuming markets. As a consequence, the Côtes de Bordeaux new appellation attains the objective of developing volumes and margins on the export market, thanks to an appellation bearing the word 'Bordeaux' to convey added value and worldwide renown, but also to increase the Côtes de Bordeaux wine's visibility on the national market.
The origins of the project
The 'Côtes de Bordeaux' wines gather the following appellations : Premières Côtes de Blaye, Premières Côtes de Bordeaux, Côtes de Castillon and Bordeaux Côtes de Francs. They represent 1/6th of the Bordeaux production with a total surface of 12 653 acres and a volume of 550 000 hectoliters.
In 2004, due to the large number of features they share - the hillsides looking down over the rivers, the gravel and clay-limestone soils, the predominance of Merlot grapes in the blend, the human-sized exploitation structures and the dynamic and innovative promotion methods - the idea of creating a common sign of recognition appears: the 'Côtes de Bordeaux' appellation that would gather the four appellations under the same banner. The claimed appellation associates two common elements which also have a positive and quality connotation: the term "Côtes" and the idea of belonging to the 'Bordeaux' wines.
First challenge of this project: increasing volumes and margins on the export market, thanks to an appellation bearing the word 'Bordeaux' to convey added value and worldwide renown. This potential is under used by the Côtes de Bordeaux.
Another objective: improving the wine visibility to consumers thanks to simplified appellations on the label. Today, the lack of clarity and the multiple denominations used make it difficult to recognize the Côtes wines.
The official Luanch
The 'Côtes de Bordeaux' appellation is officially born on 31 October 2009 following the publication of the catalogue of duties in the 'Journal Officiel'
All the Côtes wines will be marketed with their new appellation name from the 2009 vintage on.
Use of the same family nam :
For the 1ères Côtes de Blaye → Blaye Côtes de Bordeaux,
For the 1ères Côtes de Bordeaux → Cadillac Côtes de Bordeaux,
For the Côtes de Castillon → Castillon Côtes de Bordeaux,
For the Côtes de Francs → Francs Côtes de Bordeaux.
The reform also allows producers and traders to blend wines from different Côtes and to use the 'Côtes de Bordeaux' named as a collective brand of recognition.