There can't be many regions where a single producer makes some of the most expensive, sought-after cuvées as well as high-volume generic bottlings. Guigal is famed in the fine-wine world for their three 'La La' Côte Rôties – recently cited as three of the four most expensive Syrahs in the world – but they also make two million bottles of their basic Côtes du Rhône red every year, and they can be found in supermarkets around the world.
One reason for this dual success is purported to be that Guigal will only sell their Côte Rôties to people who also...