- Title: MOROCCO: Morocco's wine industry eyes new markets
- Date: 29th September 2013
- Summary: IKADDAR RURAL COMMUNE, MEKNES PROVINCE, MOROCCO (RECENT) (REUTERS) FARMERS WORKING IN VINEYARD FARMER CARRYING BOX OF GRAPES FOR WINE PRODUCTION VARIOUS OF FARMER PICKING GRAPES FARMERS HARVESTING GRAPES FARMERS PUTTING GRAPES IN BOXES GRAPES BEING EMPTIED INTO A BOX FARMERS CARRYING BOXES OF GRAPES GRAPE BOXES BEING PUT IN LORRY FARMERS CHECKING GRAPES ABDELAZIZ EL-KOUANE, BRANCH MANAGER FOR BOUFEKRANE WINE, STANDING WITH FARMERS EL-KOUANE'S HANDS HOLDING GRAPES (SOUNDBITE) (Arabic) BRANCH MANAGER FOR BOUFEKRANE WINE, ABDELAZIZ EL-KOUANE, SAYING: "This industry is now well developed in this area and our production is on a par with some regions in Europe. We import some kinds of grapes from abroad, the ones which are suitable for this area and can provide good yields and good quality for wine production. This is why this industry is flourishing is this region." VARIOUS OF WORKERS PROCESSING GRAPES INSIDE WINE FACTORY VARIOUS OF GRAPES BEING PROCESSED ON MACHINERY ZOUHAIR BENOMAR, DIRECTOR OF PRODUCTION AT LES CELLIERS DE MEKNES, TALKING TO PEOPLE (SOUNDBITE) (French) DIRECTOR OF PRODUCTION AT LES CELLIERS DE MEKNES, ZOUHAIR BENOMAR, SAYING: "We have a very special piece of land, an area that is very specific. For us, the technology is not a means to produce a product that is standard or modern, but it can also be used to explore the land and its specific qualities. Our concern is to be able to make the most of our vineyards because we have a great potential to produce wines that can satisfy different tastes, different countries and different cultures, while at the same time respecting our own culture." WINE FACTORY VARIOUS OF BOTTLES BEING FILLED WITH WINE VARIOUS OF WINE BOTTLES BEING LABELED WINE BOTTLES BEING PUT INTO BOXES WORKER ARRANGING WINE BOXES IN FACTORY (SOUNDBITE) (French) STRATEGIC MARKETING DIRECTOR AT LES CELLIERS DE MEKNES, OMAR MONKACHI, SAYING: "Consumers in the United States are very attracted to our wines. They are curious about discovering different products. Today, markets such as China and Japan, as well as the traditional markets, which are France, Belgium and the Netherlands, are becoming more and more interested. We are extremely interested in these new markets and I believe that we also have a huge potential to satisfy any future demand." EXTERIOR OF LES CELLIERS DE MEKNES WINE BOTTLES AND BARRELS WINE BOTTLES WINE BARRELS BENOMAR AND MONKACHI CHECKING WINE BOTTLES DATING BACK TO 1998 VARIOUS OF WINE BOTTLE DATING BACK TO 1998 VARIOUS OF WORKER STIRRING WINE INSIDE BARRELS WINE BARRELS
- Embargoed: 14th October 2013 13:00
- Keywords:
- Location: Morocco
- Country: Morocco
- Topics: Business,General
- Reuters ID: LVA2CWXC71LFD3N5VF7V54ISZYEC
- Story Text: The wine industry is flourishing in Morocco, the largest producer of wine in the Arab world.
Today, more than 37,000 acres of land are devoted to wine production, in a country where the mild climate and high altitudes provide perfect conditions for growing top quality grapes.
"This industry is now well developed in this area and our production is on a par with some regions in Europe. We import some kinds of grapes from abroad, the ones which are suitable for this area and can provide good yields and good quality for wine production. This is why this industry is flourishing is this region," said the local manager for Boufekrane Wine, Abdelaziz El-Kouane.
Three quarters of the wine output is red, twenty percent is rose and the rest is white.
Most of the country's vineyards can be found in the Meknes region, some 140 km east of Rabat. It was here that the Phoenicians and Romans first planted their ancient vines.
But the heyday for Moroccan wine was during the French colonial era, when several modern grape varieties were introduced to satisfy the demand of the country's French residents.
Today, one of the country's most famous vineyards is Les Celliers de Meknes, which produces almost 70 percent of Moroccan wine.
The company has introduced varieties such as Cabernet Sauvignon, Merlot, Syrah and Chardonnay and says it uses the latest technology to produce wines to satisfy a wide variety of different palates.
"We have a very special piece of land, an area that is very specific. For us, the technology is not a means to produce a product that is standard or modern, but it can also be used to explore the land and its specific qualities. Our concern is to be able to make the most of our vineyards because we have a great potential to produce wines that can satisfy different tastes, different countries and different cultures, while at the same time respecting our own culture," said director of production, Zouhair Benomar.
At the end of the 19th century, many of Europe's vineyards were damaged by the phylloxera pest.
But when French vine-growers arrived in Morocco, they discovered a unique soil diversity and a temperate climate - ideal conditions for growing grapes.
The country now sells over 40 million bottles per year, both abroad and at home - primarily to the many expatriates who live in the North African country.
The industry is now looking to expand, with many hoping Morocco will join Chile, California and South Africa as one of the major wine producers of the 21st century.
"Consumers in the United States are very attracted to our wines. They are curious about discovering different products. Today, markets such as China and Japan, as well as the traditional markets, which are France, Belgium and the Netherlands, are becoming more and more interested. We are extremely interested in these new markets and I believe that we also have a huge potential to satisfy any future demand," said Omar Monkachi of Les Celliers de Meknes, who recently returned from a business trip to the United States.
Around 10,000 Moroccans are employed permanently in the wine industry, while a large number of seasonal workers are recruited during the grape-harvesting season.
Although alcohol is readily available in the North African country, most Moroccans do not consume it, in line with Muslim religious law. - Copyright Holder: REUTERS
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