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Taxi! Loire Valley Wines splashes out on black cab branding

Published:  26 April, 2018

The trade body that represents winemakers from the Loire Valley is gearing up for a marketing offensive in London in May.

Loire Valley Wines (LVW) is the headline sponsor for London Wine Week, which kicks off on 14 May, and has splashed out on dressing hundreds of the capital’s black cabs in the trade body’s livery to promote the region’s wines.

The activity will include a week long push at London Bridge’s street food hub to encourage drinkers to swap Pinot Grigio for Muscadet, a masterclass in which Loire Valley wines will be paired with six types of oysters and promotions in various independent merchants.

“May is Loire month in London,” said LVW communications director Claire Duchene. “We’re looking forward to taking over the capital for London Wine Week to create informative, convivial, accessible and high-quality moments, which reflect the spirit of the Loire Valley.

“London is a one of a kind hub for curious consumers thirsty to learn more about wines and we believe there is a real opportunity to increase our sales from this region, in particular for our white wines, given that this is a number one consumption category in the UK.”

The Muscadet promotion at London Bridge will take place between 15 and 20 May. The oyster pairing masterclass, Pearls of Loire, takes place at Wrights Bros Soho at 18.15 on 17 May and at noon on 20 May at Wright Bros Battersea.

Other events include a six course meal at Mayfair Peruvian restaurant COYA on 18 May and a dedicated Loire Valley sparkling wine stand at the Three Wine Men event at Canary Wharf on 17 May.

“Our dedicated activities have been crafted to target an array of consumers through different types of activities and we hope this way we increase interest for Loire Valley wines across the board,” added Duchene.