What changes have been made to bring Tunisian wine to the US market for the first time?
PAB: In the last 10 years, many regulations have been put in place, changes have been made to make the wines of Tunisia approachable, desirable. There has been privatization, allowing the wines to be produced in the appropriate way, stored in the appropriate way. Everything is done according to French norms, we are based on that system. Most of the wines in Tunisia are produced by a co-op subsidized by the government, known as the UCCV, which stands for Union Centrale des Coopératives Viticoles. The co-op has about six to eight wineries and they produce more than 20 types of wines. Most of the wine is made at that co-op, and is regulated by the government. WE: Tell me about the wines developed for the U.S. The label you’ve designed is specifically for the American market? PAB: Yes. In many cultures, the fish is a lucky symbol. We went with le poisson, a fish, as our symbol because it resonates with Christians, Jews and Muslims. [The wine bottles have a silver fish pendant attached.] Al
