by Simone Baldwin

When it comes to choosing wine, 97% of consumers make their wine selection based on the design of the label, within a particular price bracket. The odds are really in favour of the savvy wine marketer, who dress up their wines in high shouldered, statuesque bottles and colourful capsules. Another rain man statistic claims that 99% of wines are consumed within 24 hours of purchase. All this really suggests however, is that the consumer either A) Doesn't know the difference between commercial and quality and doesn't give a toss as long as the price is right and it's tasty, B) Buys the same wine over and over because it is a respected brand therefore a 'safe' purchase or C) Is confused by the label, particularly if it's not in English, and therefore choses a wine labelled by the variety, i.e. Sauvignon Blanc.

I get sick of suggesting to people to buy a wine other than that which they usually patronize. So, don't then, see if I care! Go and buy another bottle of Yellow Tail Chardonnay flavoured with Oak chips. Or, spare a moment to consider going somewhere you have never been before. Chablis.

Yes, Chablis is a place not a grape. It is the northernmost wine region of Burgundy, France, where the Chardonnay grape is grown. In fact, the reputation of Chablis is based on the unique expression of the Chardonnay grape,
particularly from the Grands and Premiers Crus vineyards. The wine may range in style from a fairly classic, lean and minerally drink to a much richer wine.But what makes Chablis so special? Millions of years ago, the crushed remains of oyster shells fossilised and eventually became the unique soil that lies under the vineyards of Chablis. It is this soil that allows the Chardonnay grape to produce one of the world's greatest white wines.

Great Chablis, is crisp, lean and flinty with sublime balance, and minerally, grassy, buttery flavours, enhanced by a kiss of oak. But before you abandon Chablis all together because you can't make sense of the French bottles, labeled under the name of a shi shi sounding village or vineyard in Burgundy, buy a bottle of Laroche. A name that is easy to remember and a bottle that will impress label lovers with its simple, classy and easily identifiable design that clearly states, 'Laroche – Chablis'.

The Laroche brand, driven by Michel Laroche, has over the last 150 years, built a reputation for making world class Chablis, however it is the pioneering attitude that really sets them apart from other French wine producers who remain harnessed by tradition. They certainly stand out as one of the few, who have been successful in straddling the wine industry of the old and the new, with a brilliant brand strategy and a vision that has led them to expand their vineyard holdings and wine making facilities to Languedoc in the South of France, South Africa and Chile.

Michel Laroche explains, "on the one hand, there are more and more wines on offer and on the other, the French system is becoming increasingly complicated - I feel sorry for the consumer who has to try to chose a bottle of wine! By clearly marking LAROCHE on all my bottles, I hope to provide the consumer with a solid guarantee of quality, irrespective of the geographical origins. A name the consumer can trust, that will never let them down!" Further aligning themselves with New World innovation, is their embracement of the Screw Cap closure. Even their top Grand Cru Chablis, will eventually be sealed entirely under screw cap. Laroche believes that the only argument against Screw Cap, is that it is not cork. Their ultimate aim is to satisfy the consumer and supply them wine in the best possible condition. How refreshing!

Don't stop at the Chablis. Give the other varieties a go also. The Merlot, Syrah and Cabernet as well as the Mas La Chevaliere range are ultra premium wines from the Languedoc region, reflecting the authentic terroir of the South of France. All wines will be available in Bali from October, please call 021 310 7577 for further details.

(Burgundy) Laroche  Chablis 2004, Rp. 280,000
(Burgundy) Domaine Laroche Chablis Saint Martin 2004, Rp. 315,000
(Burgundy) Domaine Laroche Chablis Grand Cru Les Clos 2002, Rp. 985,000
(Languedoc) Laroche  VDP Oc - Merlot 2003, Rp. 178,000
(Languedoc) Laroche VDP Oc - Syrah 2003 Rp. 178,000
(Lauguedoc) Laroche VDP Oc - Cabernet Sauv 2003, Rp. 178,000
Mas La Chevaliere VDP Oc - Mas La Chev Blanc 2003, Rp. 250,000
Mas La Chevaliere VDP Oc - La Croix Chevaliere 2001, Rp. 430,000