100 Million Bottles a Year Lose “Sud de France” Label After French Court Upholds EU Wine Rules

The French Council of State has confirmed the end of the “Sud de France” label for wine bottles starting with the 2025 vintage. This decision follows a legal battle led by Languedoc wine producers and regional federations, who sought to preserve the use of the label that has appeared on about 100 million bottles each year for nearly two decades. The ruling upholds a July 2023 order from the Ministry of Agriculture, which banned the use of “Sud de France” on wine labels, citing European regulations on geographic indications.

The Council of State found that “Sud de France” does not refer to a specific locality, administrative area, or recognized wine region as required by European labeling laws. Instead, it is considered a vague geographical reference that could mislead consumers about the origin or quality of the product. The court agreed with arguments from the National Institute of Origin and Quality (INAO) and the Ministry of Agriculture, stating that the label does not meet criteria set out in EU regulations from 2013 and 2018.

This outcome is a significant setback for supporters of the brand, which was created in 2006 by the Languedoc-Roussillon region—now part of Occitanie—as a tool to promote local products, especially wines, at international trade shows and in export markets. Denis Verdier, president of the Gard IGP wine federation, expressed disappointment over the loss of an effective marketing tool and pointed to substantial investments made by both public and private sectors over the past 15 years. He described the decision as a waste of resources and a new obstacle for producers already facing multiple challenges.

Some in the industry have questioned why it took so long for authorities to challenge the label’s legality. The first regulatory warning from INAO came in 2019, but “Sud de France” had already been used for nearly two decades. Prominent Languedoc wine merchant Gérard Bertrand noted that billions of bottles had been sold under this designation since its creation, arguing that producers should not be penalized after years of official tolerance.

However, not all voices in Occitanie’s wine sector supported using “Sud de France” on labels. Jacques Gravegeal, president of the Pays d’Oc IGP union, said he always favored using “Sud de France” as a banner at trade events but not on bottles. He emphasized that European rules do not allow references to non-existent regions on wine labels.

The lack of consensus within the industry may have weakened efforts to defend the label. Denis Verdier acknowledged that internal disagreements did not help their case and said attention will now turn to finding a new collective brand for Languedoc wines. He noted that existing IGP designations lack sufficient recognition in export markets.

The Occitanie region has indicated it will continue to use “Sud de France” as part of its broader branding strategy for regional products, including a new logo featuring a stylized map of France with a mark on the Mediterranean coast. This alternative was presented at Sitevi, an agricultural trade show, but has yet to win over all stakeholders.

Regional officials maintain that despite its cost, “Sud de France” has delivered strong results for local agriculture, with nearly half its revenue coming from wine sales. The end of its use on labels marks a turning point for one of southern France’s most visible regional brands in global wine markets.