ボルドー最高評議会
the Grand conseil du vin de bordeaux
CommanderIES, wine brotherhoods

Promotion Activity N° 1: Wine retailers > Bordeaux Wine Month

In the month of September, the CIVB is organising a highlight for Bordeaux wines in independent wine shops around the UK: this is the 6^th event of the BORDEAUX WINE MONTH!

97 wine shops, 12% of independent wine retailers, will promote their range of Bordeaux wines, in their shops over a period of two weeks.

Each wine shop has received:

• A Bordeaux wine Promotion kit to display the offer in store

• A digital communication kit to share this promotion on social networks

The wine retailer must comply with the following conditions:

• Promote at least 4 Bordeaux wines

• Present tastings of Bordeaux wines to more than 60 customers

• Hold 3 tastings during the period of promotion

Promotion Activity N° 2: Promotion for Bordeaux’s red and sparkling wines  

• Tesco - October: on their social networks

• Waitrose - November: on their website and during their festival

• Laithwaites – from September to November: on their website and in catalogues

• Virgin Wines – September to October – on their website, on social media and during their festivals

• The Wine Society – October to November – on their website, on social media and tastings for consumers organised

• Cambridge Wine Merchants - September: on their website, social media and in store

• Lea & Sandeman – November : on their website and on social media, after their participation in Bordeaux Wine Month

Promotion Activity N° 3: Bordeaux Blend Tour: a tour to go and meet professionals, journalists, and consumers

Bordeaux wines will be on tour in London on 27^th and 28^th September and in Manchester on 5^th October, meeting 200 professionals, journalists and a hundred consumers.

Through various studies, the CIVB has noted that the British have a good image of Bordeaux, but this remains classic and unchanging.

To update and show Bordeaux's true facets, the CIVB has designed a programme where it reveals the diversity of Bordeaux wines and the abundance of its winegrowing region:

1. By giving the opportunity to meet winegrowers (4), members of cooperative cellars and wine merchants who come to present/embody Bordeaux wines in the format of short conferences, on the subjects of “Climate change”, “Biodiversity”, “New reds”, “Woman and winegrower”.

2. By holding blending sessions, fun, hands-on workshops, aimed to show this special feature of Bordeaux wines and producers’ skill.

Promotion Activity N° 4: a campaign online and on television, to promote red Bordeaux wine

The CIVB continues its advertising campaign on television and online:

• From 1^st September to 30^th October 2023, for red Bordeaux wines and from 1^st November to 31^st December for Bordeaux’s sparkling wines.

• Video format

• Between TV programmes and on replay, mainly on Channel 4.

• Online on Youtube, Facebook and Instagram and on prime media, such as “The Guardian”.

Promotion Activity N° 5 : Bordeaux wines at consumer festivals

1. The Abergavenny Food Festival (www.abergavennyfoodfestival.com) is one of the largest “food” festivals in the UK. For the weekend of 16^th & 17^th September 2023, 25 000 visitors will come to meet 200 exhibitors (producers, craftspeople) and influential chefs from the world of British gastronomy.

At the occasion of this key event, and in collaboration with the group of “Médoc” appellations, three wine bars will promote Bordeaux wines and Médoc wines.

In addition, and organised for visitors:

• "Speed tastings", short introductions to Bordeaux wines, lasting half an hour

• Two Médoc Masterclasses presented by Mike Turner, wine educator, accredited by the Bordeaux Wine School

2.  At festivals organised by partner chains. The programme includes tastings of a dozen references of wines sold by these chains, the organisation of speed tastings (short sessions) presented by a wine educator accredited by the Bordeaux Wine School.

• Virgin Wines Festival  https://www.virginwines.co.uk/events/list : in Leeds, 9^th September and in London, 6^th and 7^th October

• Waitrose Food and Drink Festival (to be confirmed)  https://waitrosefestivals.com/ : in London, 18^th, 19^th and 20^th November