NEW YORK--(BUSINESS WIRE)--France’s Loire Valley is well known for producing reference point wines using grape varietals such as Sauvignon Blanc, Chenin Blanc, Melon de Bourgogne and Cabernet Franc, among others. Now, a three year, 2.6 million Euro marketing campaign in North America is helping consumers connect these popular grape varietals to the regions within the Loire Valley that helped make them famous, such as Sancerre, Vouvray, Muscadet and Chinon. www.loirevalleywine.com
The “Definitive Wines” campaign is managed by Benson Marketing Group, LLC and funded by InterLoire and the Bureau Interprofessionel des Vins du Centre – the two trade groups that represent the winemakers, growers and merchants of the Loire Valley – as well the European Union. The program includes consumer tastings, educational events for retailers and restaurateurs, social networking, digital media, market research, and public relations. An online promotion dubbed “Loire365,” launched this month with online and offline advertising in outlets including The New York Times, Food & Wine and Wine Spectator.
For travelers, the Loire Valley is well known for its famous chateaux, and for wine lovers it is praised for quality, variety and affordability. “Our goal is to help more wine lovers discover the ancestral home of their favorite wines – for example, if you like Sauvignon Blanc, you’ll love Sancerre,” said Ross Wassermann of the Loire Valley Wine Bureau. “In so doing we can create opportunities for discovery and expand awareness of the Loire Valley,” he added. Writing in Wine Spectator’s November 15 issue, columnist Matt Kramer reported, “With only the barest amount of knowledge-and not great gobs of money, either-you can obtain some of the finest, most pleasurable, most original and individual wines made anywhere in the world today by invoking the word ‘Loire.’”
In 2008, a total of 566,433 cases of Loire Valley wines were imported to the United States. More than 82% of those wines were white (472,900) while red and rosés accounted for only 12.7% (72,011 cases). Though the Loire is the second largest producer of sparkling wines in France, those wines accounted for only 3.7% of Loire Valley wines imported into the United States (21,522 cases).
The Loire Valley Wine Bureau is the marketing representative of Interloire and the Bureau Interprofessionnel des Vins du Centre (BIVC) in the United States. The Bureau is managed by Benson Marketing Group LLC, a wine marketing agency with offices in New York and Napa Valley. Together, Interloire and BIVC represent all of the appellations of the entire Loire Valley. Loire Valley wines, from the geographical heart of France, are diverse and distinctive, with leaders in every category: white, red, sparkling and sweet. They are renowned for their exceptional quality, variety and affordability.
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