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France retools wine labels to rival upstarts
PARIS - French wine producers are set to launch a national wine label as part of a marketing strategy they hope will help them compete with New World producers and pull the industry out of a slump. The new "Vignobles de France" label will allow winemakers to blend midrange "vins de pays" wines from different regions for the first time and then sell them under a "French" label.
Supporters say the move will make French wine easier to understand, help winemakers adapt their products to different consumer tastes, and win back customers in countries where French wines have lost out to competition.
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