French wine industry groups have criticised INAO, the French regulator of appellations, for creating three more appellation contrôlée areas at a time when France is trying to simplify its wine offering to consumers, reports BeverageDaily.com

INAO has granted AOC status to the wine areas of Orléans, Orléans Cléry and Chaume. The move was intended to recognise the quality and specific character of wine produced in these areas, theoretically helping winemakers there to boost sales.

Some in the industry warned, however, that the decision was not helpful for France as it battled to reconnect foreign consumers with its wine. The country already has more than 460 AOC wine regions, leaving even French consumers perplexed at what to buy.

“This decision by INAO is the fruit of 10 years of work by different committees. The wine world moves at the speed of the internet and this decision seems to me to be completely out-dated,” said Jean Clavel, Head, Coteaux Languedoc AOC region.

Debate over how France can combat its falling market share in wine export markets has re-ignited old disputes about the worth of the AOC system. Many believe the AOC, created in 1935 as a quality control strategy, must change if it is to help French wine.

But France’s Agriculture Minister Dominique Bussereau has warned against the rejection of the AOC. “The AOC particularly is at a cross-roads, but we must not forget that France can only protect its market position with quality assurance,” he said.

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