Vin De France has everything it takes “to appeal to young people. It’s our job to use the right tone to reach out to them”

he Paris Olympics are providing the perfect opportunity for the national board in charge of Vin De France wines (Anivin de France) to host an exhibition from Tuesday July 23 to Sunday August 4 titled ‘The Art of Illustrating Vin De France’ at the 59 Rivoli Gallery in Paris’ 1st arrondissement. The artist residency has displayed canvases on its façade announcing the exhibition and is all-set to provide a showcase for artwork by six young artists – selected through a call for artwork – and seasoned illustrators who already feature on Anivin de France’s Instagram account. The artists were required to focus on a number of themes, including biodiversity and pavement cafés.

The exhibition provides an opportunity for the board to transition its artistic communications from the virtual world of social media to a physical showcase. Its Instagram page was launched two years ago and now boasts 12,800 subscribers. After calling on illustrators to convey the category’s motto – Liberty, Quality, Creativity – Anivin is asserting its complementary positioning with regard to appellations and PGIs. Its narrative and product range is both “different and entertaining”: “Our members and winegrowers successfully leverage our creative freedom on a daily basis, delivering an extensive variety of low and no-alcohol drinks, orange wine, pet’nat’, fruity reds designed to be drunk chilled, resistant grape varieties and cocktails for example. Basically, everything that is new is the prerogative of Vins De France. That’s who we are”, says Anivin director Valérie Pajotin.