Burgundy -- Will a change in name changes perspectives and increases sales? 

It seems like Burgundy has a new appellation.  In reality, it is a change in name.  With the 2011 vintage, the wines from "Bourgogne Grande Ordinaire" appellation will be renamed as "Coteaux Bourguignons".   


"Bourgogne Grande Ordinaire" is a generic region for red, white, and rose wines produced in a vast area in Burgundy, from Auxerre to Beaujolais.   Grapes allowed in wine-making include the quality varietals pinot noir and chardonnay; as well as the lesser known Gamay, Cesar and Sacy. 


BIVB (Bureau Interprofessional des Vins de Bourgogne) hopes the renaming will communicate a sense of change -- with a modern style and better perceived quality to wines produced in this vast region.   Coteaux Bourguignons wines are priced at EUR 5 to 10 a bottle.   


Historically, Bourgogne Grande Ordinaire is the fallback appellation, i.e. the last resort for regional producers.   Many thinks "Grande Ordinaire" means greatly ordinary, when in fact the "grande" refers to a big region and not the quality of the wine. 


The renaming is the first step in the rebranding.  What follows?   The success of the appellation depends on the quality of the wines produced.