That is, in short, the new marketing strategy of the French appellation of Cahors.

"Cahors is Malbec" makes perfect sense, because Malbec has been at the heart of the region’s identity for the centuries. By law, 70% of any blend of Cahors must be Malbec. In reality, almost all Cahors contain 85-100% Malbec. Cahors intend to remain the birth place and capital of Malbec, and the reference in terms of quality, with Malbec from Cahors being stongly marked by the region’s soil and climate. Although only 4,000 of the 40,000 hectares of vineyard that were planted here in the 19th century are still being cultivated, Cahors still accounts for 20% of global Malbec production.

In April 2008, Cahors will organise the first international Malbec Symposium. At the time, Cahors and the village of Lujan de Cuyo in Argentina will sign a friendship pact.