Minervois La Livinière: A blueprint for the future of the Languedoc?

Abstract

The purpose of this paper is to examine the creation, evolution and commercial development of the first autonomous village cru of the Languedoc—Minervois La Livinière. Detailed analysis of extant legislation, together with statistical evaluation of the marketplace, will demonstrate the extent to which the appellation can be perceived as a successful precursor to an extension and redefinition of the Languedoc vineyard with the implication of a more clearly defined qualitative hierarchy and concomitant commercial reassessment. To achieve this it will be necessary to give a hierarchical and geographical framework and then to rehearse the purpose of the appellation d'origine contrôlée system per se, with a view to examining the mechanics of its inception in this instance. This will involve, in particular, careful examination of terroir and a description of the legislative framework in place. Finally, a discussion of pricing, production and promotion will afford a commercial context from which it will be possible to assess implications for the whole region and thus to evaluate the significance or otherwise of this young appellation.