According to Dominique Haverlan, vintner at Vieux Chateau Gaubert, the word “chateau” is alive with history and tradition of winemaking that extends back more than 400 years. This is similar to how American “whisky” is full of references to moonshine runs during the Prohibition, and Civil War era nostalgia – events uniquely American.
Regardless of the nostalgia, the European Commission – part of the European Union – is considering dropping a ban on American wines labeled as “chateau” from being imported into the continent. This consideration is leaving many French vintners, such as Haverlan, enraged.
“Our chateaux wines are so well known in the world that the Americans want to grab the reputation for themselves,” Haverlan told the Washington Post. “And if we allow the Americans to take it, what is to prevent everybody else from doing so, the Chinese, for instance?”
The vote on this mandate is set for September 25, where the commission will make a final decision. Many economists say that lifting the ban will allow for increased globalization and help ignite economic coals.
But, while many wine consumers may not see the significance of “chateau,” it is apparent in France where wine is a major industry. According to the Post, the average French citizen consumed more than 12 gallons of wine each in 2011. The industry also employed around 50,000 workers and exports raked in nearly $9 billion.
Regardless of a grape’s terroir, vintners should still be creating high-quality wine labels as a means to promote their products. By investing in a Primera LX900 color label printer, wineries can create the custom labels that allow them to stick out from the competition and jump off the shelf, with or without “chateau” on the front.