One. Basics
1. Basic situation of Burgundy, France
Burgundy is the name of the historical region of Western Europe, which refers to different historical periods. Multi-purpose refers to two kingdoms and one principality that held vast territories in addition to the French province of Burgundy in the seventeenth and eighteenth centuries. Between the Jura Mountains and the southeastern end of the Paris Basin, is the area of passage between the Rhine, seine, Loire and Rhône. Despite being in the middle of France, far from the sea. Burgundy is located in the continental climate zone of France, and its geographical location is also norther than Bordeaux, so the climate is relatively cold.
2. History of Burgundy
Burgundy is rich in historical and cultural heritage. The castles here are particularly fascinating. It was here that Welson Torrix, in the Castle of Bract, was proclaimed leader of the Gauls. Today, the old castle is being transformed into a mecca for Kerte culture. Former French President Mitterrand has proposed a sprawling plan to rebuild Celtic culture, which includes the construction of a museum and a European archaeological center that brings together researchers from all over the world. After the realization of the plan, Europe can be said to have become the world's kasbah tourism and research center.
Some of Burgundy's other historical places are also a strong attraction for art lovers around the world. Such as the UNESCO-listed Monastery of Fontene and the Cathedral of Vezner, as well as the Benedictine Monastery of Cluny, which was the religious center of medieval Europe. All of these buildings are nothing more than a microcosm of more than a dozen cultural and historical places in the region. They have their own characteristics, and The hometown of the Duke of Gonzag, Naver, is famous for its Italian pottery; Aussell is known for its Gothic cathedral and the Benedictine Church of St. Germain; Orton's pride is its Gallic Roman history and the triangular lintel on the cathedral built by Gisleberti. ...... Each province of Burgundy has its own character, and each province is full of charm.
On the land of Jonne, the inhabitants of the village of Saint-Falgo gather every summer to perform a large historical drama that recreates the history of the castle, the history of the "big lady" Duchess of Montpencière who was expelled from the palace for her participation in the nobles' catapult (1652).
3. Overview of the appellation (only the wine region is introduced because cheese is a wine companion industry)
The Burgundy region is located in the south of Paris, between Dijon and Lyon, and stretches for 360 km (225 miles). It mainly produces red wines with medium to full bodies, as well as dry white wines. The park covers an area of 25,000 hectares, mainly producing pinot Noir, Chardonnay and other varieties of grapes. The production is 180 million bottles, of which 65% are dry white wines and 35% are red wines.
The Burgundy region administers the provinces of Kodor (21), Nevre (58), Thorne-Loire (71) and Joonne (89). The Paris Basin extends to the northwest, and the central plateau to the south, with the capital dijon. It has an area of 31,582 square kilometers, accounting for 5.7% of France's land area; The population is 1,633,981 (2007), accounting for 2.6% of the total population of the country. Burgundy and Bordeaux are two of France's most famous wine-producing regions, but Dijon, the city of the Burgundy region, is famous for producing mustard.
Two. Characteristics of industrial resources
1. Leading industries
Cheese industry
Cheese is the concentrated essence of raw milk, known as "milk gold", cheese is rich in sodium, phosphorus, calcium, potassium, magnesium and other substances, with a good calcium-phosphorus ratio, can be effectively complementary to cereals, vegetable foods nutrients, reduce blood pressure, but also prevent symptoms caused by calcium loss. According to the processing process of cheese can be divided into natural cheese and remastered cheese two categories, of which natural cheese is a raw milk through fermentation, curd, cutting, mature and other processes of dairy products, with high nutritional value.
The cheese industry is actually an extension of the dairy farming industry, which has a complete industrial chain. The upstream of the cheese industry provides the raw material supply required for the production and processing of cheese, mainly including dairy farming and fresh milk industry, and the downstream mainly includes catering, baking and end consumers, etc. The mature development of the downstream market can drive the sustainable development of the cheese industry.
Schematic diagram of the cheese industry chain
Wine industry
What the Burgundians are proud of and what foreigners are most fascinated by is the abundance of local wines. The whole sky over Burgundy is filled with the mellow aroma of a wine, it can be said that Burgundy is a wine kingdom, starting from the Chablis region, to Beaune and Masson just south of Dijon, to Bonole, just north of Lyon's world-renowned wines, the first thing that comes into sight is the endless vineyards.
Burgundy's wines have been renowned for a long time in ancient Roman times. During the reign of Charlemagne, wine was vigorously developed, and large areas of grape cultivation began to be planted and markets were opened. In the 1930s, wines in the Burgundy region were graded, after which the place of origin was allowed as the name of the wine, encouraging grape growers to produce and sell it as a trademark with the name of their vineyard. As a result, the best wines in Burgundy are given the names of local plantations.
Among the wines of Burgundy, the white wine is usually dry, and the red wine is mellow and full-bodied. Among them, Chambertine is known as the "king of wine", and Khomane Fanti is "the queen of wine".
In Burgundy, a wine culture with strong local characteristics was actually formed. From Dijon to Rochebo, whether it's a castle or a private hotel, the colourful rooftops are full of vineyards with their own character. One of the most prestigious is Bona's "God's Inn". In Burgundy's wine culture, one of the most popular monuments, the "workhouse", played an important role. The house was built in the 15th century by Nicolas Rowland, Duke of Philippe of Burgundy, and his wife, the French Chancellor of the Seals, to provide a refuge for the poor. Today, it has become a museum. This tradition of poverty alleviation has been preserved to this day. Since 1059, every year during the harvest season, on the third Sunday of November, a grand charity auction has been held, and many famous actors have come to help. At this time, all savvy wine producers will not miss this great opportunity to advertise. So, the auction actually became a wine culture festival.
Location of Burgundy
2. Profit model
1) Packaged group marketing
Promote the development of the cheese industry by creating a combination of wine + cheese. For wine, the addition of cheese can greatly improve the taste of wine. As a result, wineries work with cheesemakers to create combinations of different flavours to expand the opportunity market, and at the same time, when visiting the winery and often holding wine tastings, the winery will also recommend different types of cheeses as a combination of different wines. From buying wine and sending cheese to converting it into cheese and selling it separately to obtain two profits.
2) Gradient marketing brought about by the grading system
The System of Appellation of Origin (AOC) is implemented not only in the wine industry, but also in the cheese world. France currently has more than 1,000 cheeses, both made with cow's milk, with sheep's or goat's milk, and with blended milk. At the same time, cheese also has the Origin Designation Protection System (AOP), which represents the traditional process of cheese, high quality and pure flavor, including the milk source must be within 20KM, the fermentation time must be greater than 120 days and other more than 20 strict requirements, and even the final internal large hole forming degree has strict requirements, certified cheese will be affixed with red AOP certification sticker. Therefore, through the two channels of AOC and AOP, it is ensured that products can have a clear grading system, form a price echelon, resulting in purchase differences, thereby stimulating consumers at different levels to consume to their own higher levels and achieve a stable pyramid-type profit model
3. Product type
red wine
Most Burgundy wines have very little tannin content unless winemakers use some technique to consciously raise the level of tannin content. An example of this technique is aging in new oak barrels (like mixing grape stems with grape juice during fermentation). In addition to the lower tannin content, most Burgundy red wines have a lower alcohol content and a medium high acidity. Compared with Bordeaux wine, the color is also much lighter.
The intensity of the smell and taste of Burgundy wine varies depending on the vintage year, vineyard address, aging and quantity of wine, as does the nature of the smell and taste. Some red wines exhibit the freshness and aroma of berries (a wide variety of berries, from raspberries, cherries and wild strawberries to blackspotberries). Other wines rarely have a berry flavor, but rather earthy, oak, autumn ripe, smoke or soda.
Although Burgundy wines are fairly simple in concept, one grape, one region, and most of the time a traditional way of winemaking, the various wines vary greatly in quality and style (within the range of Burgundy wine styles). In addition to varying depending on the region where the grapes are grown, the red wines produced by different manufacturers are not very different, because they invest differently in the grape growing and winemaking process, and they are also related to their personal style preferences. In the Year of Fine Winemaking, grapes grown in famous vineyards and wines made by famous masters may become the most unforgettable wine you have ever enjoyed. On the other hand, in an ordinary winemaking year, the usual Burgundy, made by mediocre winemakers, can be a big disappointment.
cheese
Burgundy epovasai cheese. This famous but "tortured" heavy-tasting cheese is said to have been a favorite of Emperor Napoleon, who was often eaten with Chambedan.
The cheese has a washable crust with a dregs brandy aroma and a delicate core that melts in the mouth. It is said that when ripening is carried out in a specific place, it takes at least four weeks. Cheese must first be washed with water or salt water with dregs brandy added, washed once to three times a week, and increased in weight each time. If it is made in the village of Djevy Chambedan, it is called the Friends of Chambedan using the brandy of Chambedan.
Burgundy wines
Three. Development model
Wine + cheese industry linkage model
Burgundy wines have a thick and tough taste, so pairing different cheeses will maximize the taste of Burgundy wines. Therefore, in order to attract customers, the winery has made wine + cheese a "tradition" in French cuisine. Therefore, two industries that are not compatible with each other are combined due to the way of eating. As the most stable industry in France, wine has implemented AOC and AOP grading, making wine into an industry with obvious grade gradients, which is very much in line with the customer base of the main "high-end" positioning.
The demand for food and beverages of high-end customers is far greater than that of ordinary people, so the year of flavor and taste will be used as a hot spot for sales. The cheese industry, which is itself associated with wine because of diet, has also been greatly developed. Based on this, the study of the cheese industry is very hot, all kinds of nutritional value and use of cheese have been widely circulated, and now it is not only used as a companion product of wine, but also as a separate sales industry to flourish. The customer base has shifted from the high-end customers who previously pursued the flavor of food to the ordinary people who have a need for balanced diets, and has become a civilian food in the true sense.
Four. Lessons learned
1. Hierarchical sales model
Burgundy is characterized by terroir, and the hierarchy is also directed towards the land. The different grades, as can be seen from his AOC.
There are currently 100 AOCs in Burgundy (renamed AOP in accordance with EU law), divided into four levels: the most basic is 23 regional AOCs, such as the most common of which is bourgogne, and other regional AOCs that are relatively rare in the country, such as Bourgogne Grand Ordinaire, Bourgogne Hautes-Côtes de Nuits, Bourgogne Hautes Côtes de Beaune and much more.
At the village level, there are 44 special villages in Burgundy, all with independent AOCs, where the wine and cheese produced have their own distinct personalities and higher quality than the regional level.
Burgundy grading mechanism
2. Wine merchant model
Burgundy's vintners have an absolute advantage in the production of Burgundy wines as a whole, especially in overseas markets, and are a paradise for vintners. The role of wine merchants in Burgundy has also evolved with the passage of history. The role of early vintners was more as bottlers and wine cultivators, and gradually they bought vineyards and participated in the winemaking and planting work. Commercially, of course, they play a sales role, not only selling their own wines, but also helping other independent wineries distribute them. The largest "landlords" in Burgundy were large vintners who continued to acquire vineyards in the course of their operations in order to hire directly or enter into other agreements to hire more winegrowers to produce wine. There is enough capital to introduce the latest technology and equipment to improve the production of wine, and the latest equipment is mostly first seen in the winemaker's brewing workshop.
It is also very difficult for vintners to make great wines, in terms of sourcing grapes, this is the most important business activity of each vintner every year, special people linger in the large and small plots of Burgundy all year round, based on the annual weather, judge the growth of different plots, buy the most desired grapes at the right price, good grapes are often very sought-after, some vintners spend thousands of dollars in order to get their favorite grapes, making the wine that best meets the expectations of winemakers. Wines of conscience winemakers tend to be of very high quality, and very weak vintages are also surprised.
Agricultural Planning and Design Institute of China Agricultural University
One village, one product research group
Agricultural Planning Service Platform of China Agricultural University