June 2004

A decade ago, France sold half a million cases and controlled almost two-thirds of the Irish wine market. Although it sells almost the same amount of wine today, it now accounts for only 20 per cent of the total wine market. The problem is that, apart from Champagne, the top Bordeaux chateaux and the big names in Burgundy and the Rhone, the rest of the country cannot seem to reach the 21st century wine lover.

But salvation might just be at hand. An Irishman living in Burgundy, David Cogan, has brought glimmers of hope, hipness and humour to French wine. He may just have struck gold with one of the smartest, most imaginative, innovative and exciting wine sales ventures yet.

Cogan's business is essentially a concept wine shop. However, it is the Beatles' Sgt Pepper of wine shops, its concept is so effortlessly and stylishly accomplished. The Dublin premises are named Louis Albrouze, after a previous owner and wine merchant of Cogan's french chateau.

Louis Albrouze is awash in plasma and video screens. On the screens, around 50 winemakers smile, chat and prune their way across the alluring and sun-drenched buildings and vines of their properties. High-resolution photographs and potted histories of each of these players adorn each set of wine bottles. The winemakers themselves make for fascinating viewing. They are largely, but not exclusively, youthful, with an evenhanded show of men and women.

Here, at last, is the simple, stylish way into the heart of the educated, interested, adventurous 21st century wine lover. Viewing the dream, downloading the dream, buying the dream and drinking the dream.

When asked why he had chosen epostills.com and the cybertill software David Cogan said:

"Having used the cybertill system for a few months now I can honestly say this is the only system for innovative retailers looking to be at the top of the e-commerce retail market. I have a head office in France and a shop in my home country of Ireland and I can communicate with all aspects of my business no matter where I am in the world - unbelievable.