The Sud de France Master-Level program has been created jointly by the Languedoc Roussillon Region (Sud de France), the Wine Scholar Guild and Matthew Stubbs MW; with the active involvement and endorsement of all the wine trade organizations of the Languedoc-Roussillon: The CIVL, The CIVR, AirSud and InterOc
Created and championed by the Languedoc-Roussillon region, Sud de France is an umbrella brand that brings together the very best food and wines from the south of France, in a way that is easy for consumers around the world to identify and understand.
It responds to consumer demand, providing a simple, memorable formula that identifies food and wines with guaranteed provenance, a specificity - and the stamp of the Mediterranean sun.
Sud de France is a global brand, which launched in 2006 in Languedoc-Roussillon, shortly followed by markets including Japan, China, Korea, Brazil & Mexico. The Sud de France brand was introduced in the US in autumn 2008.
In 2009, spurred by the inauguration of the Maison du Languedoc-Roussillon, the brand will pursue a marketing campaign that includes advertising, retailer promotions and PR, giving American consumers a way to quickly and easily identify the best food and wines from Languedoc-Roussillon - the world’s largest single winemaking region.
Matthew began his career in the UK Wine Trade in 1987 after graduating from University with a language and business degree. He joined Seagram UK, part of one of the world’s largest drinks companies, worked for 2 years in Retail (Oddbins), and later picked up experience in marketing and sales through independent specialist wine merchants, prestige hotels and restaurants and national retailers. He received his MW in 1996.
In January 2001 he left Seagram to head up the Wine Department of Safeway, the UK’s third largest wine retailer. He was responsible for a range of over 900 wines, 500 stores, annual sales of 84 million bottles with a £340m annual turnover. During this time, the company was recognised for having one of the most quality-led and eclectic wine ranges on the UK high street.
He left Safeway in June 2004 to set up his own wine brokering and consultancy company based in the Languedoc. In July 2008 he founded Vinecole, a wine school based near Carcassonne. It was a chance to realize a dream of living not only in France but also working in the most exciting wine region in the world.
The Wine Scholar Guild is an organization dedicated to the promotion of French wine through wine education and is the leading provider of French wine study and certification programs internationally.
Launched in 2005 with headquarters in Washington DC, the FWS offers study programs on the wines of France ranging from the comprehensive French Wine Scholar certification program covering all the French wine regions to independent Master-Level studies on specific wine regions within France. , To date, the FWS offers Master-Level programs on the following areas of study: Rhône Valley, Provence, Bordeaux Burgundy and... the Languedoc-Roussillon!
The official trade association for the wines of the Languedoc, the Conseil Interprofessionnel des Vins du Languedoc (CIVL) is in charged of the the protection and promotion of all the AOP wines of the Languedoc, both in France and in key export markets.
It is the central body of the vine & wine trade in the Languedoc region. Set up in 1994, and enjoying public-interest status, it represents all growers, producers and négociants in the Languedoc region, and unites all promotional, business and technical initiatives by Languedoc AOCs.
The CIVL carries out four missions: promotion and communication, economics and markets, quality monitoring, research & development
The official trade association for the wines of Roussillon, the Conseil Interprofessionnel des Vins de Roussillon (CIVR) is charged with the protection and promotion of its 13 AOP wines, both in France and in key export markets.
Its duties include maintaining strict quality controls for the benefit of the consumer as well as the organization of both economic studies and collective communication activities to benefit the region’s more than 4,500 winemakers. The CIVR has also a team solely dedicated to research and development.
Inter Oc is the interprofessional organisation for the Pays d’Oc IGP* label and acts on 3 levels: economic, communication & promotion and quality controls.
The label encompasses 2700 structures (Independent wine-makers and Domaines, Wine Cooperatives and Wine Merchants). Pays d’Oc IGP* represents half of the regional production (5,8 million hectoliters in 2010) and the largest offer of grape varietal wines in France .
Since August 2009, all Pays d’Oc IGP* wines are recognised at a European level via their Protected Geographical Origin (IGP*) status which guarantees Quality, Traceability and Geographical Origin. 100 % of Pays d’Oc IGP* wines come from the Pays d’Oc vineyard and 100% of wines certified are tasted before receiving Pays d’Oc IGP* accreditation.
*IGP = PGI : Protected Geographical Indication
Air Sud is the Trade organization in charge of the protection and promotion of all the departmental and zonal Protected Geographic Indications (PGI/IGP, formerly known as " Vin de Pays") wines of the Languedoc-Roussillon.
AirSud is in charge of the development, regulation and quality control of these PGI wines.
AirSud finally promotes the Sud de France the PGIs it represents.