After the collapse of the vin de table market in the 1970s, growers in the non-classic regions of France were encouraged to grow better grapes for better wines, incentivised by the creation of new country appellations. Thus was born the Vin de Pays movement. The majority are to be found in the Midi, the former productive heart of the table wine industry, but important new wines are also emerging, usually as Vin de Pays, in the south west, in the Loire and in Provence. In time it is expected that the best of these will be recognised as AOCs in their own right, joining the band of small appellations that have already been in existence for a number of years in these areas. Country wines cannot claim the sophistication or consistency of the classic regions, but quality can be high nevertheless. And their recent creation permits much greater latitude in terms of varieties and styles, attracting skilled winemakers from other regions and indeed other countries seeking to make the best wine possible without undue regulatory burden.
