Malbec from Cahors is coming to the US

by Eve Resnick on January 26, 2009

in General

One of my most important study case in Wine Brands was on the strategy of the Malbec wines of Cahors. By then, in 2006-2007, the producers of French Malbec from Cahors had decided on a strategy based on on line tools, such as two blogs and emailing as well as on two options: Cahors is Malbec; Malbec is black.

The Cahors producers are now going one step further. They are getting ready to market their wines in the US; They just announced a 3-year plan with a budget of 1 million euros devoted to on line and off line actions. Of course, they’re will be tastings and events for the trade and the consumers but they want to use the web as the main tool to promote their actions and reinforce their presence on the US market. They segmented their wines in three categories: Cahors Malbec, Malbec Black Wine and Malbec Grand Cru with a different price point for each category. The first two categories should be introduced on the US market in 2009. The strategy allows the use of, a blog, buzz marketing and many other Web 2.0 tools. More details will be revealed in a few weeks and I’ll keep you posted on the new developments.


1 dhonig January 26, 2009 at 6:07 pm

Very interesting. We included a 89Cahors Malbec in The 89 Project’s Twitter Taste Live in December.

The whole thing can be replayed, and second-night reviews, can be seen here-

2 Evelyne Resnick January 26, 2009 at 6:58 pm

Thanks! Very interesting indeed. It’s true that Cahors wines are usually not very well “graded” because more austere than the Argentinian Malbecs. I had some wonderful round and fruit forward Cahors lately. I was amazed by the quality: not as sweet as the Argentinian, but strong and powerful while at the same time lush and soft. And very food friendly.

3 Enotheque February 7, 2009 at 10:57 am

Really interesting to see that EU money being poured into more promotion at the international level. It has always struck me as a bit sad that the French have been much more reluctant than the Spanish and Portuguese to jump on more investment towards promotion and awareness. The Italians now don’t seem too far behind in the distance. Stil, I’m glad that Loire and Cotes du Rhone producers have lost patience and begun such campaigns. Thanks for the good post on the efforts of the Cahors Malbec producers. Even with the implied commercial conflict of interests, as an Argentine, I’m more than happy to see what it is all about and welcome/promote lovely Cahors Malbecs into the American marketplace.
PS: Thanks for putting out the kind of posts that I don’t want to ignore on my RSS.

4 Evelyne Resnick February 9, 2009 at 9:13 am

Hi Francesco,

Thank you for the nice comment. Cahors Malbec is not really a “competition” for Argentinian Malbec as Cahors and Mendoza have a partnership to do technical research on the varietal together and to help each other promote their wines. Both countries produce wonderful wines with a lot of differences: they are the expression of two different cultures.

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