Wine gives the impression of being an industry where nothing much ever happens. Where companies metaphorically slumber in cool darkness, while motes of dust settle suffocatingly on anything resembling change.
Beaujolais needs a brand. Could a label like Penfolds be the answer?
Penfolds is investing heavily in Bordeaux. Might a heavyweight brand be a way of driving international interest in Beaujolais, another French region facing challenges?
