consumers moving away from cheap red wines in the 1970s, has contributed to several decades of surplus wine production in France, with Languedoc as the largest contributor to the European "wine lake" and recurring European Union subsidies aimed at reducing production. These developments prompted many Languedoc producers to start refocusing on higher quality, but has also led to many local and regional protests, including violent ones from the infamous Comité Régional d'Action Viticole (CRAV). Despite the general reputation as a mass producer and a consensus that the region is in the midst of an economic crisis, parts of the Languedoc wine industry are experiencing commercial success due to outside investment and an increased focus on quality. Sales have been improved by many vineyards that concentrate on creating a good brand name rather than relying on the sometimes infamous regional designations. Some vineyards have adopted the youngest batch of AOC classifications developed in the late 1990s, while other vineyards eschew designated blends entirely and are instead shifting toward bottling single varietal wines, a practice increasingly demanded by consumers in the large New World wine market. Climate and geography The Languedoc-Roussillon region shares many terrain and climate characteristics with the neighboring regions of Southern Rhône and Provence. The region stretches from the Banyuls AOC at the Spanish border and Pyrenees in the west, along the coast of the Mediterranean Sea to the river Rhône and Provence in the east. The northern boundaries of the region sit on the Massif Central with the Cévennes mountain ranges and valleys dominating the area. Many vineyards are located along the river Hérault. Vineyards in the Languedoc are generally planted along the coastal plains of the Mediterranean while those in the Roussillon are to be found in the narrow valleys around the Pyrenees. The peak growing season (between May and August) is very dry and the majority of annual rainfall occurs during the winter. In the Languedoc, the plains area is the most arid and hottest region of France. The region's Mediterranean climate is very conducive to growing a large amount of a wide variety of grapes, with vintners in the area excelling in mass production. The average annual temperature is . The tramontane inland wind from the northwest often accentuates the dry climate; drought is the most common threat to vine production, with French AOC and European Union regulation prohibiting the use of irrigation. In December