Millésimes Alsace: Marketing board hits the nail on the head with trade show

Sunday June 26 2016 by Vitisphere

People were waiting outside before the show started. I didn’t expect to see so many New Zealand or Japanese visitors”, says a surprised Loïc Heitz of Domaine Pfister in Dahlenheim, Alsace. Judging by the smiles lighting up the faces of the 99 exhibitors who attended the 2016 Millésimes Alsace show – out of the 115 who applied to take part – the organisers have hit the nail on the end. “Approximately 800 trade visitors from around the world attended”, says a delighted Thierry Fritsch, export manager of the Alsace wine marketing board CIVA.

After two trial runs in 2012 and 2014, the event is now entirely handled by the marketing board which spent 200,000 euros on organising it and inviting visitors at its own expense. “The show is for wines of excellence and is designed to promote Alsace wines across-the-board”, adds Thierry Fritsch. Each estate is allowed to bring along no more than 8 wines which must include four Rieslings selling for a top ex-cellar price of €8 for generic wines and €12 for great growths. A tasting area allows them to present another wine of their choice. 

Although Millésimes Alsace itself takes place over a single day, from 9:30 am to 6 pm, there were many other events during the week. The day before, three other producers held a side event geared to a specific audience. Forty organic wine growers kicked the day off by presenting three wines each. Between 4 pm and 6 pm, the ACT Association, a group of nineteen estates, announced its intention of promoting top-end wines to sommeliers. In the evening, female wine grower group diVINes d’Alsace welcomed the press for some offbeat food and wine pairings.

And on June 14, groups of between twenty and twenty-five guests visited nineteen great growths. As part of the initiative, CIVA organised around one hundred meetings with companies, irrespective of whether they were taking part in the show or not. One exhibitor summed up the overall impression of the event: “This type of show should serve as a catalyst for others”.

 

[ Source: Vitisphere. Photo: CIVA ]

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