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Why an Italian Luxury Wine goes to En Primeur Tasting in Bordeaux?

Guillaume Jourdan,
Brand awareness and improve brand image by building customized strategies for wine estates
France

I was recently in Tuscany and visited one of the iconic wine producer with his Giorgio Primo, Giampaolo Motta. At La Massa, based in the renowned place of Panzano, Giampaolo makes Giorgio Primo, a wine that recently took 97 points in Wine Spectator for the 2007' vintage. I made a quick interview with him to understand why he was presenting Giorgio Primo 2009 during en Primeur tasting in Bordeaux at the end of March.

Why is 2009' Giorgio Primo presented to Bordeaux en Primeur?
GM: “And why not? Since the 2007 vintage which made us recognized among the best wines in the world, we have a strong demand from clients who are used to buy Bordeaux grand Cru en Primeurs. It makes this approach quite natural in a vintage 2009 which is as exceptional for La Massa as it is in Bordeaux.Moreover I am impassioned with grands crus from Bordeaux, so I am glad to associate my wine to those great wines during an exceptional tasting."

What is the history of Giorgio Primo?
GM: “Giorgio Primo gets back to the tradition in Tuscany. Since early 1600, vine growing in Tuscany was revolutionized by grape varieties such as Cabernet Sauvignon and Merlot. The leading person in this revolution was Cosimo 3rd of Medicis which was an expert and a great wine passionate. At La Massa, it is the history of generations and generations of people who worked these unique soils here in Panzano and bring their input on the noble grape varieties from Bordeaux. Indeed, if the history of La Massa goes back to 1490, Merlot and Cabernet Sauvignon varieties were found here nearly 400 years ago. I perpetuate this long history at La Massa with my own view, always with rigour and classicism.

How would you define Giorgio Primo 2009 ?
GM: "Imagine a Château in Bordeaux full of crazy and impassioned italians. This is what Giorgio Primo is, especially during a year which gave us extraordinary surprises. It is my way of interpreting the Grand Vin from Bordeaux with merlot, cabernet sauvignon and our delicious Petit Verdot. A Grand Vin with a unique italian crazyness! For this vintage 2009, just like 2007, Giorgio Primo shows finesse, balance, and silky tannins.

In 2009 Petit Verdot brings a further complexity to cabernet sauvignon and merlot. It is the kind of wine which I like today for its freshness and its fine tannins, which I will also like in 10 years and which still will be completely crazy in 20 years. I adore the Grand Vin from Bordeaux after 15/20 years but I much prefer them with an italian crazyness touch.
This is Giorgio Primo 2009!

To learn more about Guillaume please visit www.wineinsightnewseconomics.blogspot.com .

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