Muscadet: Nantes wine appellations establish communications agency

Friday January 08 2016 by Vitisphere

At a meeting on December 23, elected representatives of the Nantes wine federation (AOC Gros Plant, Muscadet and Coteaux d’Ancenis) approved the creation of a press, public relations and advertising agency. The move comes after the missions of the Loire valley marketing board InterLoire were revised thus entailing an extension of the federation’s missions.

Immediately after the new agency was established, Olivier Martin, a wine grower in the Coteaux d’Ancenis and Muscadet Coteaux de la Loire appellations was appointed chairman. In January, an executive director is due to be recruited and a second post will be created in the New Year. “The idea is that the communications structure can rapidly get to work so that previous achievements are not wasted and we are able to increase and expand upon existing partnerships”, explained Joël Forgeau, chairman of the Muscadet growers’ organisation*. Concerned that headway made at improving the appellations’ image and outreach work may be undermined by lack of press and public relations exposure, stakeholders have drawn up a very precise roadmap. Their initial intention is to re-establish a physical presence in Nantes, where the wine centre closed recently, then to design a national billboard campaign and nationwide events. Ultimately, they are hoping to launch events in export markets, alongside activities rolled out by InterLoire.

The department will be funded by a new levy based on sales per hectolitre. The levy has been set at €1.45 per hectolitre and may generate €650,000 from the 2015 crop which is currently estimated at 450,000 hl for the three appellations.

 

[ Source: Vitisphere ]


*Muscadet boasts four appellations: Muscadet, Muscadet Sèvre et Maine, Muscadet Coteaux de la Loire and Muscadet Côtes de Grandlieu

 

 

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