Just like any great wine, VITTEL needs to be relished. It’s smooth and soft texture stays fluid, and its natural taste is a marvelous accompaniment to any dish. The letter V (for vitality) emerges as a symbol of lightness and represents the new visual identity of Vittel. Refined and modern, Vittel is from now on, coming to your tables.
At this occasion, we interviewed the well-known chef Michel Roth about the new Vittel identity:
1) In gastronomy, product quality and flavor are vital; why do you recommend Vittel as the ideal accompaniment for a dish?
Vittel has a natural and well-balanced flavor. It’s light, which makes it refreshing and pleasant to drink, particularly with gourmet dishes. It makes it pleasant to move from one dish to the next. For me, Vittel has every quality. It’s “gourmet” water which freshens the palate so that the next dish can be fully appreciated.
2) The French gastronomic meal has been included in the UNESCO intangible cultural heritage list. What do you think are the main characteristics of this meal?
The French gastronomic meal has been included in the UNESCO intangible heritage list for its identity, culture, tradition, variety (in particular with regard to the seasons), its terroirs and also its creativity concerning food and wine pairing. All that is part of the “art of cuisine”. The important thing for me is the pleasure of enjoying companionship around a table: that’s the strength of French cuisine. It’s important that this strength and these traditions endure down the years.
3) Is Vittel's change in visual identity, which reflects modernity and vitality, essential for a well-set table?
Yes, it’s essential, because when your product is in a restaurant it must stand out, be innovative, and create an element of surprise without losing its identity. Vittel pays attention to its bottle, with beautiful glass and a label which is modernized, elegant, refined and classic. It's the same thing when people see our tables and our dishes: there must always be something new, modern and surprising. We must be fashionable, and Vittel does that very well.
4) The Bocuse d’Or prizes had been awarded in Lyon. You were a winner yourself in 1991: what have the main developments been in cuisine as a whole since then?
We relate even more to the image of our country, culture, terroir and products; that’s the way things are developing, it’s contemporary. There’s a constant quest for innovation thanks to new techniques and changes in kitchen equipment. It’s as if we were in a research laboratory. The Bocuse d’Or awards are like a sports competition: what comes out of it is a “prototype” dish with new techniques and great attention to decoration and the way things are cooked, for example. That leads to new dishes which make people want to cook them, or at least to taste them. People want to create a surprise… for example today, how can we successfully present warm dishes to the whole jury which has already tasted for more than 10 minutes? This year again, seven or eight countries found ideas for keeping dishes warm. This competition often leads to innovation through the way things are done, and it’s become a benchmark and an international showcase for what will be the very best in cooking over the next few years.
5) You travel widely all over the world. How would you define the contribution made by French gastronomy?
We are lucky that French cuisine has been highly reputed for many years thanks to our culture and also to the variety of our terroirs, with each region having signature dishes such as choucroute, pot au feu and confit de canard. Sauces are also very important. Nor should it be forgotten that people travel a lot and that other countries are changing too. It makes them want to produce good cuisine, to come to France to follow courses and to buy books. In France, as in many other countries, we’re renewing our interest in good products: they must be simple, seasonal, quality and local. We want good recipes with flavor combinations and a certain authenticity. Eating well and wellbeing are important to us. I took part with my restaurant in Switzerland (like 1,300 or 1,500 other restaurants and embassies) in Goût de France/Good France day, a worldwide promotion of French gastronomy, on last March. There will also be several other major events over the year such as the Universal Exhibition in Milan, where previous Bocuse d'Or winners will help to promote French cuisine in the French pavilion. So, to conclude, long live water and good food!