Loire Valley Wines reveals marketing drive

By James Halliwell

Published: 16 May, 2019

Loire Valley Wines trade body has announced a new consumer marketing campaign for the UK - the Loire Bucket List.

It said the campaign will push the message that the Loire Valley is the “ultimate wine region to add to your bucket list, as there is so much to explore in terms of authentic French food, wine styles and memorable travel experiences”.

The campaign will include a series of consumer events and competitions, strategic influencer and media partnerships, and retail promotions with independent wine merchants.

The consumer events will run in London and offer a different route of restaurants and wine bars serving wines from the Loire Valley, ending up at a 'bucket list’ inspired venue. A different part of London will be targeted each weekend between 5 and 29 June.

Loire Valley Wines will also organise an independent wine merchant promotion, running from mid-May until end of June, where they will take over wine merchants to “shine a light on their finest wines” from the region.

“June will be Loire month in London,” said Claire Duchene, communication director from Loire Valley Wines. “With the dreamy fairy-tale like castles, authentic French food and our incredibly diverse range of wine styles, we are absolutely spoilt in the Loire Valley and the aim of this campaign is to show the UK why our region can really offer a memorable experience for wine lovers.

“We chose the idea of the bucket list as the positioning for our campaign in order to capture consumers with a concept which is relatable, accessible and memorable for our target audience in the UK. From Crémant in Tower Bridge and Muscadet along the Regent’s Canal, we’re really looking forward to creating unforgettable moments for consumers in London this summer that will place the iconic Loire Valley right in their wine bucket list!”

Frederic Dersigny, Managing Director from Sopexa UK, which will execute the campaign, said in order to “reach consumers we have to sell the lifestyle in order to sell a wine region. The Loire Valley is an absolute dream to visit and we felt the concept of a bucket list resonates strongly in the UK, mostly evolved from the Instagram millennial #wanderlust trend.

“This concept would not only bring to life the Loire Valley’s iconic status as a wine region, but more importantly, would reach consumers in a way they can understand.”

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