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Sud de France Festival unveils 2011 plans

Published:  06 July, 2011

The entire supply chain from producers, importers, retailers through to the end consumer will be the focus on the Sud de France Festival 2011.

The celebration of Mediterranean lifestyle on 5th anniversary of the brand, will run from September 9 to 25 , and will offer consumers a chance to experience the tastes and aromas of the region through various events and venues.

A series of promotions including in-store features and tastings, special promotional offers and competitions, will be organised in conjunction with restaurants, hotels, independent wine specialists, chains and mid-premium range multiple retailers.

Those that have confirmed their participation include; Chez Gérard, Brasserie Gérard, Côte restaurants, Hibiscus, Antidote, Troubadour, The Wright Brothers, Cork & Bottle, La Cave a Fromages, Atelier des Chefs, Waitrose, Laithwaites, Majestic, Roberson, Marché du Quartier, Partridges.

Events include the the Sud de France sommelier competition, now in its third year, an exclusive tasting; 'Prestige wines from Languedoc-Roussillon', tutored tasting seminars, and a food and wine market in Vinopolis,

Isabelle Kanaan, executive director of Sud de France Export London, said: "The festival involves the entire industry, as we work closely with producers, importers, delis and high profile retailers to promote the Sud de France brand through to the end consumer. "

"Spanning over two weeks in September, this year's event promises to be bigger and bolder and encompasses a full programme of nationwide promotional activities both in on and off-trade, as well as an exciting range of consumer events

"The overall objective is to increase sales volumes and expand listings of Sud de France products across distribution channels internationally, backed by a significant media campaign linked to participating retail outlets."

Kanaan added results in 2010, more than 4,039 new Sud de France product listings were secured (food and wines) in retail outlets participating in the Sud de France Festivals.

The 2011 Sud de France Export is setting up Sud de France Festivals in New York, London, Shanghai, Brazil, Mexico and Germany.