From 18 – 21 June the VIN DE FRANCE communications tour bus stopped at the bi-annual European wine trade fair VINEXPO, joining some 2,300 exhibitors from 40 countries to showcase the Best Value Selection 2017 on a bespoke 60m2 stand in Hall 1.


Despite the sweltering heat outside, the Fair was busy, welcoming some 45,000 buyers and other visitors from over 150 countries. Our stand was busy throughout the four days, with an ongoing stream of visitors – both international buyers and press, and even the French Agricultural Minister himself! Feedback on the wines was very positive. Alongside the free-pour tasting, each visitor to the stand was provided with a tasting booklet giving them contact details and stand numbers of the producers of the featured wines in order to maximise commercial opportunities for VIN DE FRANCE brands exhibiting at the Fair.

Our team also presented the new visuals from the US campaign for VIN DE FRANCE wines and our strapline “VIN DE FRANCE: Share the joy of life”. The rationale behind this positioning is that VIN DE FRANCE wines are part of a way of life that is synonymous with the French. The people of France embrace joie de vivre – a feeling of excitement and happiness about life – a feeling which is contagious. VIN DE FRANCE wines are the embodiment of this emotion – an invitation to find joy and share this joy with friends and family. VIN DE FRANCE wines are also an invitation to try and share the original French grapes. Often wrongly termed ‘international varieties,’ Chardonnay, Sauvignon Blanc, Pinot Noir, Merlot, Cabernet Sauvignon and others are French varieties. Their origins began in the vineyards of France. Sauvignon Blanc may be very much associated with New Zealand, Malbec with Argentina, Cabernet Sauvignon with Napa Valley, but these are originally, historically French grapes.

Our presence at VINEXPO was advertised via a bespoke email burst in advance of the Fair to Chinese and Japanese wine professionals; a one page advert in the VINEXPO feature in specialist French wine magazine Rayon Boissons; and details of the Best Value Selection were also included in the e-newsletter sent out by VITISPHERE to its database in early June.

After four hot days in Bordeaux, our minds were refreshed and buzzing from the many interesting interactions we had had with our visitors and members, and the excitement our 138 ambassador wines had generated at this busy Fair. We are already looking forward to Vinexpo Hong Kong in 2018!

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