Word: chamarr
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...Some French wine makers are already enjoying success under the new system. The wine maker Chamarré, whose motto is "Made in France, Enjoyed Everywhere," only produced its first batch five years ago but today exports to some 30 countries. It has done well by abandoning the notion of terroir - it sources its grapes from thousands of growers across France to produce single varietal and assemblage wines with straightforward, stylish labels. Cleverly named Côtes du Rhone wines like Le Freak Shiraz-Viognier and Rhôning Stones are also showing up on supermarket shelves around the world...
...entrepreneur who aspires to create a French megabrand, is trying to do. He has persuaded several cooperatives in Bordeaux and around France to become shareholders in his firm, which is targeting the U.S. and Britain. Unlike his rivals, he's done exhaustive market research - the name of his brand, Chamarré, is itself a focus group?tested marketing creation - and some of his sales staff come from consumer-goods companies such as L'Oréal, rather than the wine business. "Winemakers don't know how to sell," he explains. "They'll just stick their nose in the glass...
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