The label, Vignoles & Découvertes, Towards sustainable management of wine tourism by labeling? From BYRRH to Château de l’Hospitalet, landscape and PNR (regional natural park) serving the tourist offer[Le label, Vignoles & Découvertes, Vers une gestion durable de l'œnotourisme par la labellisation ? Du BYRRH au Château de l’Hospitalet, le paysage et le PNR (parc naturel régional) au service de l’offre touristique]

Launched in 2009, France Vineyards & Discoveries label aims to promote tourism on the theme of wine and vine. In 2014 thirty-six tourist destinations are labeled. The label is awarded for three years by the ministers responsible for tourism and agriculture on the recommendation of the Superior Council of Wine Tourism (SCWT). It promotes a destination for tourism and wine by staging and narrative involving networking offers multiple and complementary tourism products such as accommodation, catering, cellar tour, wine tasting and the presence of museum or events. From a field survey of Narbonne countries and a critical review of the SCWT and professional after three years of efforts, it is legitimate to ask whether the legal principles of action, representation and labeling are compatible with the expectations of tourists and wine producer? Our results show that this practice is in line with sustainable tourism by the creation of touristic journey, mechanisms generated by the operation of a local tourism management are considered positive, but with leverage effects and management to take into account the healthy competition and not-exclusion in the context of emulation by differentiation. We also return to the geohistory of the BYRRH spirits group and the birth of professional wine tourism in the 1960s.