Sud de France launch new wine festival

Published: 12 May, 2009

The UK Sud de France team have announced today that they will be launching the first food and wine festival to be held September 2009.

The UK Sud de France team have announced today that they will be launching the first food and wine festival to be held in September 2009.

The event will target London based retail outlets and consumers and will consist of tastings, seminars, workshops, food and wine pairing and will take place between September 4 - 13.

It comes on the back of the retail showroom opened last June in Cavendish Square which aims to bring together the best wine and food from the Languedoc region under one brand umbrella that makes it easy for consumers to understand.

The regional council for Languedoc invested 15-million euros in Sud de France in 2008, and will invest a further 4-million bringing it up to 19-million in 2009.

Sud de France spokeswoman Louise Hurran said: "The festival has been held previously in Brazil, Mexico and New York and has been a great success.

"It's the right time now to bring it to both London and New York for the first time, we decided to duplicate the process because it's worked so well in other countries.

"This is year that Sud de France brand activity will be really ramped up in the UK."

The brand's presence in the UK was kick-started by a national trade and consumer marketing campaign which included in-store, magazine and website promotions with Tesco, Sainsbury's Waitrose, Majestic and Direct Wines.

The Sud de France, Languedoc-uosillon region is the world's largest single wine producing region with production that exceeds that of Bordeaux, Australia, South Africa and Chile combined and represents one third of the volume of France's wine production.

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