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French Wine Goes Pop

Wineries try 'New World'-style screw caps, snazzy labels to revive sales

By Caroline Zimmerman,  Newser User

Posted Apr 27, 2008 6:09 PM CDT

(Newser) – A screw-top Bordeaux? The once-laughable notion is bubbling up in France these days as wine makers try to reverse decades of sour sales, the AP reports. Even snazzy labels and boxed-wine-with-a-straw are fair game, after French wineries exported a record $15 billion last year with "New World"-style packaging.

"Finally, we understood we had to change not only production but also the way the product is presented," said a honcho at the French wine federation. "We had to make the buying process easier." Screw tops prevent wine from oxidizing, too. But the sight of a $2,000 screw-top bottle has turned off some French buyers: "It's fast food wine," one said.

French wine producer Paul-Vincent Avril as he poses in his wine cellar with a glass of Clos des Papes 2005 Grand Cru.
French wine producer Paul-Vincent Avril as he poses in his wine cellar with a glass of "Clos des Papes" 2005 Grand Cru.   (Associated Press)
A man shows a promotional USB key in a mini red wine bottle in this undated file photo.
A man shows a promotional USB key in a mini red wine bottle in this undated file photo.   (Getty Images)
A visitor, in background, tastes wine at the international wine fair Vinitaly, in Verona, Northern Italy, Thursday, April 3, 2008.
A visitor, in background, tastes wine at the international wine fair "Vinitaly", in Verona, Northern Italy, Thursday, April 3, 2008.   (Associated Press)
A bottle of Chateau Latour-Laguens is seen in Saint-Martin du Puy, southwestern France, near Bordeaux, Thursday, Feb. 21, 2008.
A bottle of Chateau Latour-Laguens is seen in Saint-Martin du Puy, southwestern France, near Bordeaux, Thursday, Feb. 21, 2008.   (Associated Press)
Helene Laguens walks past vineyards of Chateau Latour Laguens Saint-Martin du Puy, southwestern France, near Bordeaux, Thursday, Feb. 21, 2008.
Helene Laguens walks past vineyards of Chateau Latour Laguens Saint-Martin du Puy, southwestern France, near Bordeaux, Thursday, Feb. 21, 2008.   (Associated Press)
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