IGP Méditerranée: the one-stop shop for festive wine
In the heart of winter, the southeast of France comes into its own, thanks to IGP Méditerranée’s versatile production and wealth of Mediterranean festive traditions.
While many of the UK’s festive traditions – the likes of Christmas trees, advent calendars and festive markets – are Germanic in origin, its approach to festive drinking might be best described as pan-European. As on the continent, wine plays a large role in festive celebrations, and helped to nudge supermarket grocery spending to a record-breaking high last year.
The period sees hefty consumption as the new normal, often with a host of dishes crowding the table to cater to a wide range of palates. Beyond the stalwarts of a celebratory fizz or a fortified wine for the evening, perhaps the most useful quality in a wine for Christmas is versatility.
It is for that reason that IGP Méditerranée comes into its own in the festive season. Buyers looking to stock up for the holiday rush – not to mention consumers filling the wine rack – can find all their needs catered for by a single region, or even a single producer. You may not venture to the southeast of France to build a snowman, it is certainly worth searching there for the season’s wines.
Expert blenders
Many aspects have contributed to the success of IGP Méditerranée. It has, for instance, a longstanding history of winemaking, with know-how passed down generations. The climate helps too: warm, but moderated by the Mediterranean. Yet it is blending that has defined its appeal.
In some ways, it is an inevitability. The region spans a large expanse of the southeast of France, from the riviera coast to the foothills of the Alps and beyond. That means a great variety of terroirs and local winemaking traditions; a remarkable 160 grape varieties are authorised under the appellation.
Yet, according to Roger Ravoire, the president of Intervins Sud-Est, blending is more than just a result of diversity. “This approach offers unique creative freedom,” he explains. “Each grape variety, proportion and combination can reshape a wine’s profile, unlocking an infinite palette of flavours. It is a true craft – one that yields expressive, balanced and sometimes unexpected wines.”
Moreover, it offers consistency. Adapting the blend each vintage allows them to respond to the year’s unique character, ensuring quality, complexity and a decent price for the consumer.
“Above all,” Ravoire continues, “this practice showcases the growers’ know‑how and sensitivity, giving them a limitless canvas for expression – and delivering wines for everyone, for every occasion.”
In practice, that means that the festive menu is well matched at every moment. Roast meats for the main? Try a rich blend of Grenache and Syrah. An indulgent fish course, slathered in butter? Weighty whites from Viognier and Marsanne will complement it. Fresh starters of vegetables or seafood? You should not forget the rosés that make up most IGP Méditerranée production.
Bringing people together, indeed, seems inherent to the wines. Ravoire comments: “These are accessible, no‑fuss wines that simply deliver pleasure and conviviality – almost as if they’re sharing the moment with you.”
A taste of the south of France
Importantly, the wines of IGP Méditerranée do not sacrifice authenticity for versatility. While they offer the discerning consumer a wealth of choice, the wines are deeply connected to their local region.
The UK’s decline in alcohol consumption is well-documented, but there are signs that consumers are being more discerning in what they do drink. It is an approach that Miles Beale, chief executive of the WSTA, described earlier this year: “They’re drinking less, but they’re drinking better.”
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A sense of place and a regional narrative are therefore key tools to capture consumer interest. IGP Méditerranée has embraced this fully: not only are the wines expressions of the region, but they are promoted as expressions of ‘The Med Way of Life’.
“Each cuvée reflects the ‘Med way of life’ and ‘Med Attitude’, with a sun‑drenched character that lights up every tasting,” says Ravoire.
Even in the winter, that means a relaxed attitude, a lack of seriousness and a focus on enjoyment. Even if the weather is not co-operating, the wines can suggest a carefree day in the Mediterranean sun.
“They deliver instant pleasure and are easy to approach,” he continues, “without unnecessary complexity. Their intense aromatic expression and approachability make them warm, no‑fuss wines that naturally resonate with British consumers looking for vibrant, convivial wines.”
For those truly wishing to embrace ‘The Med Way of Life’, the region comes with its share of festive traditions.
You have Sainte-Barbe’s wheat, for instance, planted in dishes on 4 December. The shoots grow by Christmas, and are traditionally tied with ribbon to adorn the table on Christmas Eve. Strong green shoots are believed to bring good fortune for the coming year.
Or else there are festive desserts. The yule log is a tradition throughout France, dessert signifying the hope that just as many, if not more, loved ones will gather around the table again next year.
More importantly, the regional cultural heritage is seen on the evening of 24 December. As part of the festivities, families gather together for a supper featuring 13 desserts, representing Jesus and the 12 disciples. These might include fresh and dried fruit, brioche, marzipan or biscuits, but no matter the family tradition, the meal always highlights local specialities.
Even in the heart of winter, such festive traditions are always accompanied by wine, with IGP Méditerranée a fixture for Christmas celebrations.
“In a region deeply influenced by viticulture, the wines play a pivotal role during these moments of sharing,” says Ravoire. “They are enjoyed alongside both supper dishes and desserts, adding to the sense of togetherness and the art of southern living during year-end celebrations.”
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