I would say that here it is the ‘revitalising the region‘ comment that is up for interpretation – at least if we look at at past actions. Louis Latour, and I have to say Drouhin too, seem to approach the Beaujolais region purely as a source of ‘entry level wines.‘ Which (perhaps simplistically) could be viewed as trying to enforce the current status quo of the market. I would contrast that with the work of Bouchard Père at Château Poncié, or rather more successful, the work of Louis Jadot at Château des Jacques.
Beaujolais is only going to reap some reward for its action (where deserved) if those people who are deserving can monetise their efforts. Like Jadot, Lafarge-Vial and Thibault Liger-Belair are ‘externals’ who are successfully monetising good work, but for as long as major producers label a region only as the ‘entry level’ then that makes life difficult for all producers of a region, regardless of the quality that they can deliver.
Note: I was the very first writer to taste Louis Latour’s Pierre Dorée wine when bottled – last summer when visiting and profiling their Henry Fessy domaine/négoce/wines – and very good it is too. Here I only comment on my perception of the actual positioning of wine from Beaujolais by certain Burgundian ‘majors.’