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Montreux-Vevey Tourisme Cuvée

How best to illustrate the year's work of a local winemaker?

It was with this question in mind that Montreux-Vevey Tourisme (MVT) decided to create a cuvée in its own name, with the help and expertise of Blaise Duboux, winemaker in Epesses. From the pruning of the vines to the tasting, leaf removal and harvesting, MVT's teams have been hard at work giving life to two vintages produced in limited editions.
Blaise Duboux's expertise
But before toasting, we had to do a bit of work. First of all, in meetings to define the project's contours more precisely, and of course in the field, trying to reproduce as best we could the sure and precise gestures of the professionals. None of this would have been possible without the availability and kindness of Blaise Duboux, project manager, advisor, partner and, in a way, godfather of this first MVT vintage.

Camera... Action!
To immortalize these moments, the Montreux Media Ventures agency was asked to produce a video retracing the milestones of this winegrowing adventure. The result is a very short 3-minute film previewed at the Rex cinema in Vevey on April 26, 2024. While the images are splendid, they are far removed from the promotional canons usually associated with Lavaux. Here, rain, wind, thunderstorms and sunny spells forge the character of the winemaker and his wine, revealing all their specific characteristics.
Tastes and colors
Cuvée MVT is made up of two wines: a white and a red. The first is made from Chasselas, the king of Lavaux grapes, while the second is made from Plant Robert, an indigenous Gamay grape rescued from abandonment by the winegrowers of Cully and Epesses in the late 1960s. The tasting panel of the Organisme intercantonal de certification (OIC) awarded it 85 points out of 100, 5 more than the minimum required to display an official stamp on the neck of the bottle. An excellent score, all the more so for a young wine that still needs time to develop and stabilize all its richness of flavor. Named pure inspiration, both wines are certified organic and AOC Lavaux.

MVT entrusted the design of the labels to Reto Cotting, a graphic designer from Fribourg, from the macmac agency. Through his eyes, the landscape of the terraced vineyards of Lavaux is transformed into geometric flat tints that synthesize the spirit of the place with subtlety and elegance. A clear, clean and radical line that is also found in the space dedicated to mandatory information (place of production, grape variety, alcohol content, etc.). While it's often said that you shouldn't judge a wine by its label, it's obvious that a well-crafted visual presentation always makes an impact.

A first that calls for others
For its first cuvée, MVT has chosen to limit itself to a total of 500 bottles. A volume that makes these two crus rather rare, limits storage problems and serves as a trial run. Depending on the success of the approach, MVT intends to repeat the experiment on an annual basis with other winegrowers in the region, other grape varieties and other labels.
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Cuvée MVT 2022 - Epesses AOC Lavaux - Blaise Duboux