ボルドー最高評議会
Bordeaux
October 30, 2023"Bordeaux Momente", promotion for Bordeaux wines in Germany, September and October 2023
Promotion Activity N°1- Promotion in wine shops
During the month of October, the CIVB is organising a promotion campaign with 120 independent wine retailers and wine bars in the main metropolitan regions of Germany. These shops will present their range of Bordeaux wines for at least 14 days. This operation is part of a highlight for Reds and Crémants de Bordeaux held in Germany for a month.
Promotion Activity N°2: “Bordeaux Momente” - online tastings for consumers
Retailers participating in the "Bordeaux Momente" promotion campaign will be able to join in to participate in tastings organised online and provide boxes of wines per theme that consumers can order, in accordance with the corresponding online seminar.
Sommeliers representing Bordeaux wines and tutors from the Bordeaux Wine School will propose 5 masterclass themes, each on 2 dates:
1. An introduction to tasting Bordeaux wines : 10th October 2023 & 18th October 2023
2. Trends, new faces and innovation in Bordeaux : 11th October & 24th October
3. Bordeaux Easy Drinking and Street Food : 12th October & 26th October
4. Bordeaux and sustainable development: 17th October & 25th October
5. Bordeaux wine and arts (art of blending, art of pairing food and wine, label design, etc…) : 19th October & 30th October
Seminars are announced via this link https://bordeaux-weinseminare.de/bordeaux-momente-2023-online-seminare and in time-out magazines in the main German cities.
Promotion Activity N°3: Bordeaux, partner of the Berlin Food Week, from 9th to 15th October
The Berlin Food Week is the most emblematic gastronomic festival in Germany, welcoming almost 48 000 visitors.
From 9th to 15th October 2023, numerous activities will be carried out with the high point being: the House of Food, on 13th and 14th October, with Bordeaux wines being showcased within the taste France Pavillon at "Bikini", a trendy shopping centre in the heart of Berlin, which combines architecture, gastronomy and history.
As well as these events, Bordeaux wines will be promoted in 10 hip wine bars in Berlin, exclusive partners of the “French Affair” of the campaign with CHR.
To give even more visibility to the presence of Bordeaux wines during this promotion, a part of the media plan will be set up in Berlin, with displays in the underground and at railway stations.
Promotion Activity N°4: Bordeaux Masterclass, “Sommelier Summit”, with Meininger magazine
For ten years now, the key members of the German-speaking sommellerie meet at the «Sommelier Summit» in the Palatinate. Sommeliers come to this annual "family gathering" to discuss topics of current interest and future trends. These are several high quality wine tastings and plenty of networking.
Presence at this event is by invitation only, for the main prescribers of Sascha Speicher, editor of Meininger publishing. This event is part of the schedule of the main meetings of this profession, along with the final of the Germany’s Best Sommelier, Finest 100…
During this «Sommelier Summit», Bordeaux wines will be given place of honour, via 4 theme, by the organiser and journalist Sascha Speicher and Sebastian Russold, Germany’s Best Sommelier 2021/22 and Bordeaux wine Ambassador 2023.
This Masterclass will cover:
• Lesser-known Bordeaux wines
• Classic Bordeaux wines (good value for money, timeless and also well placed on wine lists)
• Biodynamic Bordeaux wines
• Iconic Bordeaux wines
Following this Masterclass, Sascha Speicher will write an article on Bordeaux’s biodynamic wines in the "Sommelier Magazine", after these tastings and his trip to the Bordeaux wine region at the beginning of this year.
Promotion Activity N°5: Masterclasses at the “Sommelier Union” event
From September to November: organisation of Masterclasses in 5 regional branches of the German Sommelier Union in selected cities (West, East, Berlin, North, South).
To break common preconceptions, participants will not know that the tasting concerns Bordeaux wines and will taste blind wines to show a renewal of styles and give these professionals new information.
On the agenda, news from the Bordeaux region: environmental commitment, evolution of best practices in vineyards and cellars...
5 Masterclasses with 6 wines/tastings – 20 participants per tasting.
Promotion Activity N°6: Media campaign, “Bordeaux Reds”
In line with the campaign in France, Bordeaux wines are expanding their field to communication with Germany and will communicate both online and via display.
The 4 visuals of the "Reds" campaign will be visible during the month of October:
• On social media: Youtube, Facebook and Instagram Videos
• On display in Berlin, at a railway station, and in an underground station near events for the Berlin Food Week, where Bordeaux wines are partners
• And digital display in windows of shops in Berlin, Hamburg and Dusseldorf, alongside our campaigns for Bordeaux with wine retailers and CHR (Cafés Hotels Restaurants) in the same cities.
Promotion Activity N°7: Masterclasses and Bordeaux winegrowers at the Vinorell de Rindchen's Weinkontor fair
Rindchen’s exhibition has drawn wine lovers for years. With around 120 winegrowers exhibiting in person, food stands and a master class programmme, the show attracts more than 2 500 visitors over 2 days.
Two Masterclasses about Bordeaux wines are organised, and Bordeaux winegrowers will be among the exhibitors.
Promotion Activity N°8: Visit to the Bordeaux wine region
From 22nd to 25th October, a group of 12 German wine trade professionals will make a visit to Bordeaux.
To find out more about these promotion activites, contact Caroline Vigneron,
Europe Export Manager CIVB
caroline.vigneron@vins-bordeaux.fr
