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The French fight back

Published:  23 July, 2008

Consumer campaign is aimed at ABC1 wine drinkers

The French Wines Trade Week took place this week; kicking off the week Charlotte Hey, associate publisher of Harpers' sister title Hot chaired a seminar on French wines on restaurant wine lists. Hey was also one of the judges of the French Wines Awards for Excellence with Best New Product Launch and UK On-Trade Personality of the Year, along with Allan Cheesman of Sainsbury's and Neville Abraham of Groupe Chez Grard. Events during the week include a press debate, a workshop, tastings and a "French evening" for buyers, agents, sommeliers, journalists and writers. Sopexa, the Socit pour L'Expansion des Ventes des Produits Agricoles et Alimentaires, has unveiled a three-pronged strategy - two trade and one consumer, to re-affirm French wine as the UK's favourite tipple. Among those taking part are: Jacques Lurton, Michel Rolland, Justin Howard-Sneyd MW, Allan Westray, Doug Morton, Gerard Basset MW, Paul Boutinot, Jason Danciger and Arabella Woodrow MW. The French Wines Experience consumer campaign is aimed at ABC1 wine drinkers aged 25 to 45, the object being to reposition French wine as "contemporary and relevant". Sampling is the focus of the campaign and there will be tastings at the International Festival of Fine Wine & Food, the Daily Mail Ski Show in Birmingham and London and the Country Living Christmas Fair. There is also a French Wines Experience website - www.frenchwinesexperience.