If it aint broke how the Picpoul de Pinet brand continues to fly

Over the past 15 years Picpoul de Pinet has become one of the UK’s favourite wines, selling around five million bottles a year and bucking global wine trends by continuing to see healthy year-on-year growth. Despite the strength of the category, changes to the Picpoul de Pinet AOC legislation in 2025 are designed to secure continued growth while, at the same time, improving the region’s sustainability credentials. But is it just a one-trick (albeit very successful) pony? And are export markets missing out on more serious wines from the region? Kate Hawkings investigates.