Company Why Alsace wine is found in cubi but without reference to the regionECONOMY Two cellars and an Alsatian winegrower have just launched bag-in-boxes in a region where it is only possible to sell in bottlesA bottle, often green, and quite high, said to be in the shape of a "flute".With a grape variety name mentioned on the label: Gewurztraminer, Riesling, Sylvaner… Until then, that was Alsace wine for consumers.Except that this is no longer the only way to buy it.Since this summer, it is also in bag-in-box (bib), these cardboard boxes which hide inside a flexible waterproof pocket of 3 or 5 liters.A winemaker from Hunawihr as well as the cellars of Turckheim and King Dagobert have entered this new market.With one constraint: they are not allowed to mention on their new generation cubi that it is an Alsatian wine.Why such measures?“It has been the law since 1972,” explains the Association des vignerons d'Alsace (AVA).We are a vineyard classified in controlled label of origin [AOC] and only sales in bottle are allowed.But nothing prevents them from being marketed without a geographical indication and on condition that there is no connotation to Alsace."No stork, half-timbered house or even pretzel, the two innovators respected the instructions on the packaging."We sent our project upstream to the repression of fraud [DGCCRF], to avoid worries," explains owner-harvester Daniel Ziegler, whose bibs are called "Incognito".“We hesitated with 'malicious'.The idea was to say that we were offering an unauthorized product which became unauthorized by being downgraded, ”he laughs.Among the cooperative members, it is the mark "2P" which appears on the cardboard.In reference to the two grape varieties used for the final blend, Pinot Blanc and Pinot Gris."But also the fact that this is the first collaboration between the two cellars of Turckheim and King Dagobert", specifies Emmanuelle Gallis.The sales manager of the entity assures him, her company had been thinking about getting into the bib for a while."A quarter of households buy it so it seemed interesting to reach a new clientele," she says, joined on this point by Daniel Ziegler.The winegrower does not hide it, this new packaging could also allow him to sell stocks that have become too large.“I had 50 hectoliters of bulk which could no longer find a buyer in trading so it was the only solution if I wanted to avoid sending my wine to the distillery."The two revolutionaries are now pleading for an evolution of the legislation in Alsace."We do not dress in 2020 as we dressed in 1972", image Emmanuelle Gallis.“Many regions, such as Chablis or the Loire Valley, already offer bibs and this is not demeaning.Our consumers have evolved and we must meet their expectations.The profession must try to make things happen.""There is a market that is there because people are asking", adds the winegrower of Hunawihr.“The format suits them for an evening or everyday because they can keep the bib open for four weeks in a cool place.And inside, the wine is the same as in the bottle… ”Almost at the same price in any case, from 15 to 17 euros for 3 liters.What does the AVA say about these claims?"This law of 1972, many envy us because it is protective", answers a source inside the union.“With these bibs, we are confused for consumers, even in usurpation.[…] Anything that is likely to damage the image of the appellation does not please us."The subject, like that on the mention of the names of villages and no longer of grape varieties on the labels, will be addressed by a “2030 steering committee”.For a few months now, it has brought together all the players in the sector to reflect on what Alsatian wine will look like in ten years.It will then perhaps also be sold in bib.With a clear reference to its origin.In Strasbourg, can real estate prices continue to soar?The European Parliament "ready" to (finally) return to sit in StrasbourgThe delicate question of public lighting in the middle of the nightThe 20 Minutes CSR policy is certified by the Ecovadis Silver labelChoice of consent © Copyright 20 Minutes - Attendance at 20 Minutes is certified by the CMPA