Ahead of hosting two masterclasses at London Wine Fair, Anne McHale MW tells db how IGP Méditerranée can attract drinkers looking for “pleasure without too much ceremony”.
Anne McHale MW will present two masterclasses at London Wine Fair.
With its mid-May spot in the calendar, coming at the tail end of the European trade show calendar, London Wine Fair has decent chances of sunshine. Certainly, however, attendees can expect sunshine in a glass, with IGP Méditerranée bringing a strong presence to the show.
Anne McHale MW will be at the heart of its cohort, presenting two masterclasses on the region’s wines. For her, they offer an exciting opportunity for the UK trade.
“I think what excites me is the IGP’s combination of approachability and variety,” she explains. “IGP Méditerranée has that immediate Mediterranean appeal – sunshine, fruit, generosity, but also freshness from the proximity to the sea and the altitude of many of the vineyards.”
Diversity on display
IGP Méditerranée covers a substantial area of the south of France, so part of McHale’s mission is to explain to UK buyers what unites the appellation.
Although rosé leads production, diversity is a key strength of IGP Méditerranée.
She says: “The common thread is Mediterranean drinkability: ripe fruit, freshness, generosity and ease. These are wines that feel relaxed and sociable, rather than formal or intimidating.”
Yet the sheer scale of operations means that, unlike the South of France’s smaller regions, drinkers can enjoy a wide stylistic range under that single umbrella.
“I would be cautious about reducing IGP Méditerranée to one single style,” says McHale. “The geographical area is broad, covering parts of Provence-Alpes-Côte d’Azur, the Rhône Valley, Corsica and smaller areas of Isère and Loire, and the wines can come from vineyards overlapping with, or sitting between, other appelations. That breadth is part of the appeal.”
At London Wine Fair, that is a strong opportunity. Although rosé wines lead production – around 65% of output – the producers visiting will showcase all of the region’s styles. The IGP’s ability to cover all bases makes it a particularly attractive prospect for buyers.
Indeed, while McHale’s Monday masterclass will focus on those rosés, the Tuesday session will take a look at the region’s white wines.
“I love the whites too,” she comments, “for the sheer diversity of blends that you find – and how delicious and good-value they are.”
Bang on-trend
A key reason for IGP Méditerranée’s strong presence at the UK’s largest wine fair is that the wines match consumer preferences. In McHale’s opinion, they are hitting a number of the UK industry’s key trends: rosé’s popularity, accessible pricing, freshness, lighter and more relaxed styles, and wines that work well with or without food.
She therefore summarises the target consumer as “someone who wants pleasure without too much ceremony”. Such drinkers are open to discovery if it still gives the experience they want.
“They may not know the technical details of IGP Méditerranée yet,” she continues, “but they understand the Mediterranean cue immediately: holidays, sunshine, relaxed meals, friends and good flavours.”
Many UK drinkers seek out a taste of the Mediterranean.
Indeed, that combination of familiarity and discovery is central to the appeal of IGP Méditerranée. Since the IGP operates in a large area, has relatively permissive regulations and builds on generations of local expertise, its wines allow drinkers to stick to what they know or to explore, according to their mood.
“The wines can be made from familiar varieties, local Mediterranean varieties, or blends of both, so they can feel both recognisable and new,” explains McHale. “Think Chardonnay & Viognier, but also Rolle (Vermentino), Grenache Blanc & Gris, Clairette, or even more unusual varieties like Caladoc or the PIWI grape Floréal.”
A buyer’s friend
Flipping the equation slightly, that broad consumer appeal means that IGP Méditerranée is an unmissable opportunity for buyers.
“The commercial opportunity is that these wines can deliver the flavour profile, mood and lifestyle associations that customers already understand – Mediterranean, sunny, fresh, versatile – but often with strong value and a little more discovery,” says McHale.
White wines are helping to expand the IGP’s presence.
Indeed, strong value is a particular boon in stocking the IGP’s wines. She says: “That’s important in the UK market, where customers may still want quality and a sense of place, but are increasingly price-sensitive.”
Where, then, do the wines fit in a buyer’s portfolio? For McHale, the “easiest way” to make the case is to fit them to occasions. By-the-glass whites and rosés hit the price point that buyers need and the style that drinkers seeks.
Their food versatility also commends them. Relaxed Mediterranean menus, al fresco dining and shared plates all make strong occasions for the wines, meaning they can span anything from pubs to high-end dining. Cuisine is no barrier: McHale’s husband is from South India and they enjoy the rosés with South Indian vegetarian curries.
Moreover, once rosés have opened the door, the rest of the region’s wines have a captive audience. For the white wines, the freshness, texture and nuance offers a compelling by-the-glass alternative to ubiquitous Sauvignon Blanc or Pinot Grigio. The supple reds, meanwhile, work for both casual drinking and food pairing.
“Rosé may be the gateway into IGP Méditerranée,” McHale says, “but the whites and reds help show the full commercial potential of the category.”
London Wine Fair attendees, therefore, will find wines ready to slot onto a list or into a portfolio. The wines of IGP Méditerranée are a natural fit for the UK market.
And, quite aside from the commercial imperative, visitors will taste the very charm that is winning over consumers. Whether or not the sun shines on 18–20 May, a strong sense of the South of France will be at Olympia London
“IGP Méditerranée really makes sense as wine for conviviality,” concludes McHale. “The best examples give you that Mediterranean feeling even when you are nowhere near the Mediterranean.”
Related news
Why has Japan lagged behind global demand for rosé?
Chianti DOCG set to include rosé among other changes
China axes tariffs for African imports, but what does this mean for South African wine?