Abstract

The Cahors Apellation of Origin stunned the wine world in 2007 when he decided to take the Malbec as an emblem of their corporate image. The significance of this decision was to break the tradition of European viticulture, terroir-focused and to join the New World Wine strategy, focused on varietal. AOC Cahors launched a middle way that supports both strain and wine culture and heritage. The article examines the wine of Cahors, the birthplace of Malbec, from a historical perspective, from Roman antiquity to the present day for the cultural basis of its current strategy. The issue is relevant in viticulture of South America, where the Malbec plays a significant role: Argentina (34,000 hectares) is the world’s largest producer and Chile (1,900 hectares) is the third.