The French wine-producing areas of Sancerre and Muscadet in the Loire Valley may ring a bell for some Americans, but they are not always the first bottles of white they reach for to stock their wine racks. For this reason, three major associations of Loire Valley winemakers and wine merchants have come together as of this year to promote their region's wines under the banner of the Loire Valley Wine Bureau.
The new organization brings together the Conseil Interprofessionnel des Vins de Nantes, Interloire and the Bureau Interprofessionnel des Vins du Centre. Total membership is derived from the three smaller organizations, and quality standards for membership are set by the boards of each association.
The Loire Valley Wine Bureau will be sponsoring an array of promotional events and tastings over the next three years. In addition to providing support for the Loire's better-known white wines, these events will also highlight the diverse array of quality wines from the area, including other whites, reds, sparklers and dessert wines.
The bureau will also work in conjunction with SOPEXA/Food & Wines from France by offering special promotions at various restaurants and retail locations in the metro-New York area. More details are available on the bureau's Web site at www.loirevalleywine.com.