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Sud de France announces 2011 programme

Published:  16 February, 2011

Sud de France Export (Maison de la Région Languedoc-Roussillon) has announced its marketing and events programme for 2011.

Aimed at being the most comprehensive programme since the opening of the UK office in 2008, its events will include; trade tastings, tutorials, promotional activities, the sommelier competition and the Sud de France Festival in September.

The Sud de France Festival, which is a marketing initiative designed to promote Languedoc food and wine products around the globe forms the backbone of the campaign and will be expanded.

Isabelle Kanaan, executive director London, said: "I am looking forward to another year of collaboration with all the different players promoting Sud de France wines in the UK - from producers through to retailers - to bring the Mediterranean lifestyle to British consumers. Sud de France offers a clear positioning and represents a valuable tool to the UK trade, who have been quick to embrace the concept and very supportive of our activities.

She added: "Languedoc-Roussillon AOP shows a healthy increase both in volume and value (+9%), while the PGI remained relatively stable at a rate of -1% in volume and +0.5% in value. (Nielsen April 2010)"