The brand name Sud de France
Diverse and unique
Sud de France represents the Languedoc-Roussillon – both its regional products and its tourist destinations. The brand name Sud de France brings the wine, food and wellness produce of the region together. Sud de France is outstanding for wine and local produce obtained from the natural resources of its land: sun, sea, ponds, mountains, scrubland, beaches – and thanks to the expertise of the men and women who bring it all to life.
The values of the Sud de France brand name
The values of the Sud de France brand name epitomise friendliness, authenticity, and modernity.
– It is friendly because it evokes good time in generous landscapes, when tasting Sud de France products under an arbour, along the beach, in the shade of a fig tree. It is all about sharing with family and friends.
– It is authentic because it guarantees the origin of its produce which results from strong ties with the terroir across all the phases of its development, and because it guarantees the quality of produce, developed with an environmentally friendly approach.
– It is modern because it is creative in its extension of traditional know-how, because Sud de France places demands on local, national and international marketing of its products, and because it is innovative in its recipes and in its taste.
The Sud de France in supermarkets
The Sud de France brand name exists in supermarkets and works alongside the majority of major French retailers: Auchan, Carrefour, Cora, Géant Casino, E. Leclerc, Intermarché, Super U, Carrefour Market and large international corporate groups. Gaining more and more references in supermarkets thanks to meeting with various key players within the retail sector, the Sud de France brand name regularly organises promotional activities in both hypermarkets and supermarkets across the whole country, which are designed to showcase its produce: wine fairs, summer fruits campaigns etc.
A real treat!
The Sud de France brand name offers everything which brings out the best in Languedoc-Roussillon: tapenades, anchovy puree, sweet Cévennes onion confit, cured meats and artisan sausages, small Pézenas pâtés or simply just strawberries, cherries, early spring vegetables; peaches and nectarines, melons, apricots and summer vegetables; apples, pears, sweet Cévennes onions, grapes and chestnuts in the autumn.
Fruits and vegetables paired with sweet Cévennes onions or Béa du Roussillon potatoes add a real richness of vitamins to original kitchen recipes.
Line caught fish (sea bass), bream, anchovies, sardines, oysters, and mussels prove that the sea is generous around the Languedoc-Roussillon region, and these are perfect for spur-of-the-moment barbecues or original recipes such as brasucade.
The appetiser is a special moment in Languedoc-Roussillon with tapenade, cod brandade, aubergine caviar, fricandeau, small Pézenas pâté, Sète tielles…
The Sud de France cheese platter with Causses blue cheese, pélardon, pérail, and tomme de Lozère cheeses help round off the end of a nice meal with a white, red, or rosé wine from the Languedoc-Roussillon region.
Not to mention the range of small regional delicacies: rousquille doughnuts, Sète zézettes, marshmallows, liquorice, Aigues-Mortes focaccia bread, fritters, crunchy almonds, or even gingerbread and various honeys.
Enjoying Sud de France produce combines the pleasure of the taste with magic moments to be shared. It intensifies the moments associated with the pleasures of the table.
Civilisation of wine and olives
The largest and oldest wine region in the world stretches from the banks of the Rhône to the Pyrenees. Languedoc-Roussillon offers an amazing wealth of land which has produced multiple wines, ranging from the simplest to the finest vintage. Whether this be IGP or AOP, and whether it stems from Roussillon or from Languedoc, Sud de France wines are hugely enjoyable wines which know how to seduce people, especially when accompanying Sud de France gastronomic specialties.
The wines of the Languedoc-Roussillon region have an impressive variety: red, white, rosé, sparkling. There are more than 24 IGP (Indication Géographique protégée) and 28 MGP (Mention Géographique Complémentaire); over 36 AOC and 21 Terroirs et Villages.
If the wine from Languedoc-Roussillon is red gold, then the olive and olive oil are green gold. Used as part of a Mediterranean diet, olive oil may not only help to reduce the risk of cardiovascular disease, but may also help to reduce the risk of certain cancers, diabetes, obesity, and high blood pressure. Picholine and Lucques are both royal varieties of Languedoc-Roussillon, the leading French region for the production of table olives, and the second most important producer of olive oil in the country.
All well and good
With the diversity of its agricultural production, the culinary tradition of the Languedoc-Roussillon region is of course inscribed into the model of the Mediterranean diet, and combines fine food with good health. By advocating quality and well-being, Sud de France is campaigning for a philosophy, an ethic of consumption which continues to focus on taste and quality, and which remains the main driving force behind the approach adopted by Sud de France.
The Languedoc-Roussillon region is rich in wines and benefits from a sign of its origin and of its quality (Label Rouge, Bio, AOP and IGP, etc.). Languedoc-Roussillon has 43 original geographical regions: 35 original geographical wine regions, 2 brandy regions and 6 original food regions (Camargue bulls, olive oil from Nîmes, olives from Nîmes, sweet Cévennes onion, Pélardon cheese, Roussillon Béa. There are almost a dozen Red Label products within Languedoc-Roussillon: free range lamb, Gascon reared beef, free range chicken, free range Aubrac meat, “small fishing trip” fish soup, aka “red sea soup” fresh from the sea within 24 hours.
As it is easy to memorise and identify the origin of this produce quickly, Sud de France portrays the Mediterranean lifestyle beyond its regional borders: the sun, good food, and stunning scenery. Sud de France brings companies from different economic backgrounds together: artisans, key players in the tourist industry, producers, and distributors. It holds the trump card for sharing resources, skills, expertise and talents.
Sud de France destination
An ideal tourist destination, Sud de France combines the pleasures of the palate, the Mediterranean lifestyle, and an unrivalled historical and cultural heritage, including six locations with entries in the UNESCO World Heritage sites (Carcassonne, Pont du Gard, the Canal du Midi, Les Chemins de Saint Jacques, the Fortifications Vauban, the Causses and Cévennes).
The brand gives the Sud de France Tourism label over a thousand institutions according to specifications by sectors and strict controls.
The Languedoc-Roussillon region launched the Sud de France brand name in 2006 to promote the diversity of wines and regional produce, along with the expertise of those who, from farm to fork and from vineyard to glass, define the reputation of the region.
Regional key players within the winemaking, agriculture and food industries believe in the Sud de France brand name, and take ownership of this as part of their business processes. Sud de France unites producers under one banner which is rapidly becoming a real commercial success. As it is easily identifiable, it is conquering new markets on an international and national scale, where it surfaces inside supermarkets and in other distribution channels.
Tourism joined the umbrella brand in 2011. Sud de France is becoming a “Languedoc-Roussillon destination”, strengthening collective dynamics for improved penetration into the market.
With its success on a regional and national level, the Languedoc-Roussillon encourages the origins of the Sud de France development program in order to increase exports of the Sud de France brand name overseas, where it benefits from fantastic global exposure thanks to the Houses of the Region Languedoc-Roussillon (opened in Shanghai in 2007, London in 2008, and New York in 2009) along with promotional activities at Sud de France festivals. The first Sud de France festival took place in Mexico and Brazil in 2008. Düsseldorf, London, New York, and Shanghai followed suit; an event in Paris was organised for the first time in 2012.
The visibility and legibility of the Sud de France brand name also fly high the Region’s colours during annual trade fairs, or at business conventions. To complete its commercial ammunition, the Sud de France brand name is introducing the Sud de France Wine Hub and Food Hub during 2014, which are platforms for a permanent relationship between Languedoc-Roussillon produce and wine, and key national and international players within the industry.
From 2012, the Confiserie du Tech in Perpignan, and the Mas de Saporta in Lattes were among the first Sud de France accredited stores. Many other outlets have since applied and joined the regional brand name.
International and national media campaigns are highlighting brand awareness and the destination of Sud de France for consumers.
International and national media campaigns are highlighting brand awareness and the destination of Sud de France for consumers. In sports, the regional teams display the Sud de France logo on their strips: MHSC (Ligue 1, football), MAHB (1st division, handball), MHR (Top 14 rugby union), and Catalan Dragons (RFL Super League). Major partnerships have been formed in disciplines such as sailing (2011 Tour de France sailing race), judo (2013 French National Championships and 2014 European Championships), tennis (Sud de France Open, since 2012).