Tasting with the LCBO (Canada)

The seventh edition of the Best Value Vin de France Selection will take place on Friday 5 February 2016 in Paris. A panel of around 45 esteemed buyers from key export markets such as the USA, UK, Germany, Belgium, and China will select the best of what the VIN DE FRANCE category has to offer. Denmark and Sweden will also be represented in the jury panel for the first time this year.

Now is the time to register your wines for a chance to take part in a series of promotional activities to both trade and consumer audiences around the world throughout 2016.

You can register either here on our website, or by completing and sending us back the registration form. For more information about the competition and the T&Cs, please click here and here. Hurry up! Registrations close on Friday 29 January.

While we are busy processing the incoming registrations, let’s look back at some of VIN DE FRANCE’s recent success stories. The series of instore tastings that ANIVIN DE FRANCE organised in Canada and USA, which I mentioned briefly at the end of last year, was definitely one of them.

Photo USA

Tasting in the USA

Following the successful trade education campaign we hosted in both countries in the past years, and VIN DE FRANCE’s sales growth on these markets, we thought the time had come to start promoting VIN DE FRANCE brands directly to consumers. Over the course of several months, we covered almost 400 stores across Canada and the USA during periods specifically chosen for their high footfall.

The campaign was negotiated with all chains where VIN DE FRANCE brands are retailed: from independent retailer/liquor stores and gourmet supermarket chains such as Whole Foods and Mariano’s Fresh Market; to larger specialised liquor chains such as Total Wine & More, Walmart and Heb., a leading supermarket chain in the USA; and stores of the Liquor Control Board of Ontario (LCBO) in Canada (the monopolistic Canadian alcohol retailer).

On very competitive markets where consumers usually don’t know what wine they will purchase when they enter a store, instore tastings are very effective tools to encourage consumers to try new products, such as VIN DE FRANCE wines.

Photo USA2

Tasting in the USA

The response from consumers in store was very positive. Consumers were interested to learn that VIN DE FRANCE brands offer wines which are very good value for money. They also praised VIN DE FRANCE’s simple labelling system and modern packaging (American consumers particularly seem to like screwcap tops).

One consumer said: “I like the naming by grape. No need to keep a map of France in my head”, while another commented “Good price point and wonderfully unique taste!“.

In total, over 20 brands took part in the tastings, and a similar campaign is already in the pipeline for 2016 in the USA. I will tell you all about it later in the year.

In the meantime, I will go back to preparing the arrival of your samples and our jury panel for the Best Value Vin de France Selection!

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