A new brand promotes gourmet foods from South West France in Asia

Monday February 12 2018 by Vitisphere

The New Aquitaine region and Invivo want to capitalize on the French way of life.The New Aquitaine region and Invivo want to capitalize on the French way of life. - Photo credit : Marion Bazireau

‘So France’, like ‘Sud Ouest France’ is not a product brand, but a common banner for points of sale due to be opened in Asia by the New Aquitaine region and Invivo. The two have joined forces in a company that is 51%-owned by the cooperative group InVivo, presenting their first project to the press on 24 January.


On March 21, we will open a bistrot and grocery store in Singapore, our gateway to Asia," explained Jean-Pierre Raynaud, Chairman of the New Aquitaine food agency. The project involves a restaurant, a grocery store and, of course, a wine cellar. “So far, our selection committee has chosen 130 wines and spirits labels. Most of them are regional, but we have opened the door to other iconic French products such as Champagne,” added Thierry Blandinières, InVivo's managing director.

To be listed, winegrowers must produce quality wines. “They can be of any size, and we favour companies that are not yet present in Asia. We also make sure that we represent all appellations, not just Bordeaux wines”, said Jean-Pierre Raynaud. 




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