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Frédérique Dutheillet de Lamothe on why Cru Bourgeois is a wine brand in its own right

Published:  11 July, 2014

The French Appellation Contrôlée system is famously based on guaranteeing the geographical origin of a wine, rather than focusing on the quality of what is actually in the bottle - something that causes a headache for those who are trying to sell French wine and the consumers who wonder what the difference is between a bottle of Bordeaux at £4 and one at £24.

Six years ago, the châteaux who were members of the then rather moribund Cru Bourgeois classification decided to break with tradition and let their wines stand or fall on the basis of an objective measure of the wines' quality.

Frédérique Dutheillet de Lamothe was in London recently to help spread the word about the Bordeaux classification that is unlike any other. With her background working for Tom Ford at Gucci, she knows a thing or two about building and protecting a brand.

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