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BORDEAUX<br />
APPELLATION<br />
THE CELLARS AT UDP<br />
Castillon and is produced in conjunction with the organisation that hosts the battle<br />
performance - €1 for every bottle purchased is donated to the association. The wine<br />
sells for €7.90 a bottle, compared with around €9 for a Saint-Emilion satellite appellation<br />
and between €12 and €14 for a Saint-Emilion.<br />
And yet, as Larvor stresses, in the Middle Ages under English rule, Castillon was<br />
much better than known than Saint-Emilion!<br />
CASTILLON ALL-SET TO<br />
RECONQUER CONSUMERS<br />
Castillon wines are not only very affordable, they also have two distinctive features<br />
that make them very focused on the future. Firstly, young winegrowers are providing<br />
the catalyst for the switch to organic farming, which is increasingly popular with<br />
consumers. Secondly, the style of the wines – which are fruity and enjoyable in their<br />
youth – is the perfect fit for current consumer trends. In all likelihood, the region<br />
will gradually secure greater awareness over the next few years by using a thoughtful<br />
approach to communication, leveraging the performance of the wines. There is little<br />
doubt that Castillon will win the battle.<br />
92 AUTUMN 2022 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE
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