Brand Strategy. Brand Energy.
Cevennes peasants are reviving wines from the "forbidden" grape varieties
The American varieties are called Clinton (like the president and Hilary) Concord or Herbemont. These grapes arrived from America in the nineteenth century are still grown in France. However, the legislation prohibits their marketing, and also the wine made from these varieties. French deputies in 1934 said that these American Varietals makes people to become "BLIND" or "MAD".
However in the Cevennes county area (near Montpellier) an association (Charity Status) make a huge campaign of Marketing and they are running for rehabilitation of these "unauthorized" vines, rich in many qualities including resistance to diseases.
These old grapes varieties are ripe, the skin is thick, the pulp is also a little bit sticky, dense, and they are passing alternately for a raspberry, blackcurrant, a strawberry. This delicious candy is a grain of "Concord" American grape varietal. "It's the most aromatic of the hybrid varieties, it embalms to 50 meters around. In the wooden basins containing the harvest of the day before, there is also blackberry, and then in the vines planted in the farmhouse, the "Clinton", the "Isabelle" the most cultivated grape variety in the world if one goes out of the European borders. It also refers to the oldest vineyard in the area, leaning against the neighbouring farmhouse and shading the path for a good fifteen meters. She is over 150 years old. That one is "Herbemont". Finally, just below the "Hamlet" is the "conservatory plot". On 222 acres, the Cevennes Charity association Fruits forgotten network, which it is part, take care of a dozen varieties. He turns to the mountains covered with forests. The few 222 acres of adjoining American grapes varieties it is trellised to plant carrots, potatoes and garden underneath were enough to ensure the members of the Charity the consumption of wine. They have been continued, reproducing the gestures of the XIXe century, always with the same varieties with names now missing commercial labels. The government has decided to regulate the proletarian vineyard and these varieties are forbidden grape varieties and unauthorized grape varieties since 1934 Emile Cassez (French Agricultural Minister 1934-1935) Law still on nowadays. The first common point of these is to have been imported from America on the European continent in the nineteenth century. The second is that they are not of the same species as the European vine, Vitis vinifera, which then comes in a variety of grape varieties such as pinot noir, Chardonnay, Grenache, Syrah, etc. These American vines are actually crossbred French farmers call them hybrids from other Vitis such as Vitis labrusca, Vitis vulpine The first vines were brought by Marquis de Lafayette and then after the French Revolution by plant collectors. But they also brought with them diseases and parasites unknown in Europe: first a mushroom, powdery mildew, then a small aphid that stings the roots, phylloxera. This was the disaster; the European vines were ravaged by these invaders against which they had developed no defence. The solution came from the problem. European grape varieties were saved by grafting onto American vines. Multiple American species have been imported to replace the devastated grape varieties. Very productive, not requiring treatment, these Vitis have found their place in the French vineyard. Clinton Vine was selling like diamonds.
In drank Clinton rather than saying wine. I was then the golden age of American vines in France. But in the 1930s, France produced too much wine. Faced with this economic problem, the legislator decided to target the individuals, who were still very numerous to make their wine in a predominantly rural France, and appreciated these productive varieties. French government Emile Cassez had forbidden these vines in France Noah, Othello, Isabelle, Jacquez, Clinton and Herbemont. They became the "forbidden grape varieties", accused of driving mad and blind. We know today that they have no more health consequences than others. "The government wanted to take strong measures and decided to regulate an individual's private's parcels of viticulture.
Because these varieties do not correspond to the selection criteria allowing to be registered in the official catalogue of the vines authorized to the commercial culture. An appendix list has already been created for "traditional grape varieties", that is, historically cultivated varieties, often typical of a particular place, which are nowadays less used. "A third list should be created for hybrid varieties. The Charity Association just want to be able to make a small production and sell it locally. At the end, all ends in tears nothing moves. The case is all the more complex as it is played out with the European Union. The association hopes to take advantage of future discussions on agricultural topics.