The Béziers City Council wants more local wines in the city's restaurants

For some time now, a new consumer trend has been gaining traction across France. It’s called “localism,” which involves prioritizing local products. And in Béziers, city hall seems very interested in this concept. In fact, a few days ago, the mayor decided to implement a charter to promote local wines. The goal is simple: to promote the local wine industry, which has long suffered from a poor reputation. However, over the past decade, the quality has improved. The time has therefore come to inform the general public—starting with the town’s residents and restaurant patrons.

A measure designed to promote local production

To promote the quality of wines from the Coteaux de Béziers appellation, the city’s mayor is encouraging restaurants and bars in Béziers to offer at least four wines from this IGP by the glass, pitcher, or bottle on their menus. In return, they will receive a tax break. Specifically, this involves a reduction in the fee they pay to the municipality for their outdoor seating area, known as the public domain occupancy fee. Similarly, employees of establishments participating in the promotion of this IGP will be required to undergo training to better understand these local wines and thus be able to effectively sell them to customers. In addition, the municipality has provided a “I Love Béziers Wines” sticker that bars and restaurants can display in their windows.

Coteaux de Béziers, a PGI produced in the Languedoc wine region

The trade association for this PGI is quite pleased with this initiative by the mayor of Béziers. Its president, Pierre Calmel, explains that today “there are many restaurants that aren’t in the habit of offering our wines.” As a result, wine lists in Béziers—as is the case throughout France—tend to feature mainly Burgundy and Côtes-du-Rhône wines. But that should change soon in Béziers, and who knows, perhaps in other towns as well. Especially since this appellation has come a long way over the past ten years and therefore deserves to be better known. Covering 17 municipalities, the Coteaux de Béziers PGI is awarded to red, rosé, and white wines. The grape varieties include Cabernet Sauvignon, Chardonnay, Cinsault, Grenache, Merlot, Pinot, and Syrah. While the reds are full-bodied with fruity aromas, the whites and rosés feature aromatic notes of fruit and flowers and are characterized by their freshness.