The term “southwest” often brings to mind the spicy
foods that are associated with southwestern part of the United States — that, or an airline company. However,
another item is staking its claim on the list: wines from the southwest of France.
To help change your geographic way of thinking, Paul Fabre, general manager of the South West Wines Council,
is bringing southwestern wine flavours to the Great White North.
“It’s an opportunity to present our wines and the diversity of our wines,” he says. “I think this is the
first step to show our wines and to have a relationship between the producer and the consumer. The producers
speak with the consumers and that way, we can understand exactly what Canadians want.”
Lifestyle spoke with Fabre at the Sud Ouest
(French for “South West”) event in September at The Carlu in Toronto. The event was held to educate Canadians
about South West wines.
The South West Wines Council is a fairly new organization. For the past two years, they have begun promoting
and educating consumers about their products. South West France has a number of wine appellations, including
Gaillac, Fronton, Gascogne, Madiran, Cahors and Saint-Mont, to name a few. But competing in a market already
overflowing with wine (no pun intended!) the emphasis is on what makes these French wines stand out from
their competitors.
“South West has all of the specificity because we have unique grapes. For example, negrette in Fronton, len
de l’el in Gaillac, and you can’t find these grapes in other places in the world. It’s a characteristic of
the southwest.”
Although some South West wines are available through provincial liquor stores, a number of wines that
southwest France produces, including ones that were showcased at the event, can only be purchased through
wineries. However, Fabre says it’s all about promoting the wine producers.
“Our job is to show and to educate consumers. The company and the producers have their own business,” he
says. “We promote the global trademark of South West.”
The exclusivity associated with these wines also helps producers promote their wineries and wine tours. In
doing so, buyers can purchase directly from the producers, eliminating the middle man.
In France, there are a number of wine regions. But the southwest is distinct because of its climate and
location, says Fabre.
“We have a special geographic. Southwest is between Bordeaux and Languedoc. When I say that, it’s similar to
Atlantic and Mediterranean. Southwest is the part of France where Mediterranean influence and climate meet
Atlantic Ocean climate. That’s why the products are special. It’s not an Atlantic taste or a Mediterranean
taste, but you can find the fruity of the Mediterranean and the vivacity of [the] Atlantic Ocean. That’s why
it’s very interesting. It’s very fresh, floral and fruity wines.”
Climate is a vital component when it comes to wine-making, since it can affect the taste and age process of
wine. Fabre says this is how southwest France competes with other parts of the world.
For those who are health-conscious, wine can be good for your health too. Fabre refers to The Wine
Diet, a book written by Roger Corder, a London-based scientist who says wine from the southwest region
of France is one of the best for health reasons.
“In France, there’s a known region that’s known for its very rich gastronomy.” says Fabre. “English
scientists [visited southwest France] and asked, ‘Why do people live so long in this part of France?’ It
proved that a special polyphenol in the southwest wines is the best. For us, it was very interesting to see
that. I think it’s very important for us.”
Red wine has often been noted for its health benefits due to its antioxidants that can help lower the number
of cases of heart disease. Fabre cites the Cahors and Madiran wine appellations for their “strong and robust
wine.”
But France isn’t only known for their red wines, says Fabre.
“Our white wines are very famous. I think we are one of the best regions for white wines in the world. For
example, in Gascogne you can find a vivacity and freshness that’s very interesting. You can’t find that in
other parts of France. In the Mediterranean part of France, it’s very rich and bold. Chardonnay is very rich
and a little bit heavy.”
But with the number of different wine appellations, it can be difficult for wine beginners to know where to
start. For those who are still learning about wine, Fabre recommends starting with the Gascogne
appellation.
“I think it’s interesting for someone to enter in the southwest with Gascogne wine. It’s simple and regular
wine but that’s why I love Gascogne. You’re never surprised; the quality is always the same. They work
perfectly,” he says.
For their plans now, Fabre says that this is only the beginning for wines from southwest France.
“We’re establishing a need. We started in Quebec and it’s a success story, so Ontario is next. It’s a great
opportunity to discover new wines,” he says. “You can’t always find a good wine at a good price. With South
West wines, you can find affordable product and discover more expensive wines, but with very good quality. I
think it’s the first day of a long story ahead, a long relationship ahead.”
The South West Wines Council plans to continue promoting their wines throughout Canada.
So next time you hear about the southwest region, think beyond the scope of North America. A multitude of
flavours and tastes can be found just on the opposite side of the ocean. •
