In the interest of putting to rest the rumors that I’ve devolved into a wino, it’s high time I introduce you to the man who’s brought me to the south of France: Jean Claude Mas, owner and winemaker of Domaines Paul Mas, which comprises seven estates spread across the crus of the Languedoc – most of which I’ve by now had the chance to imbibe. Jean Claude is an ambassador of sorts for both his family owned estate and a unique concept called “le luxe rural,” or affordable, everyday luxury. There’s no pretense about him, just as there’s no pretense to his wines. And more importantly, Mas isn’t selling some imagined romantic notion a la Ralph Lauren, but bringing the best facets of the rural way of life center stage; made by hand and built on traditions that stretch back to his grandfather, who first farmed a small vineyard close to the estate.  It’s an intoxicating conceit because it smacks of authenticity, not just marketing savvy. Mas talks the talk, but he also lives the life: utilizing the local farms, promoting local craftsmen, pressing his own olive oil, commissioning local artists, even creating a line of clothing line based on provincial designs and textiles. Wine, it turns out, is but the tip of a far grander ambition: taking the ordinary out of the quotidian. Now that’s a life we all could live.
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