Burgundy wine marketing board to nurture accessible wines

Tuesday July 10 2018 by Vitisphere

During the marketing board’s AGM, François Labet stressed his attachment to better promoting regional appellations in France.During the marketing board’s AGM, François Labet stressed his attachment to better promoting regional appellations in France. - Photo credit : Juliette Cassagnes

Burgundy is embarking on a new project aimed at promoting its small appellations, aka the regional appellations with geographical designations - Mâcon has 27 of them and AOC Burgundy 14 - and lesser-known localities. “One of the important objectives of my term of office is generating value, particularly in France, for our regional appellations”, said François Labet, a winegrower in Vougeot (21) and chairman of the Burgundy wine marketing board BIVB.

 

These numerous designations are generally unknown whilst at the same time the Burgundy wine region “suffers” from its image of being a producer of very expensive wines, irrespective of the fact that they only represent 2% of volumes. So by choosing to promote low-profile appellations, the marketing board is also attempting to counterbalance its image as a high-end producer region. “We want to show that Burgundy is accessible and prove that access to quality Burgundy wines is possible at reasonable prices," commented director of marketing Virginie Valcauda.

Each appellation must have its own identity

Several activities to support this tack have already begun with the recent creation of a working group, which provides assistance to the relevant producers’ organisations. The idea is to help them think about a real marketing and communication positioning. "The communication boundaries must be reviewed... The appellations must be able to communicate more easily and have an identity specific to each of them," explained François Labet. Therefore, “strong messages in all public speaking, within the BIVB, producers’ organisations or at company level, with pitches currently being developed, will be conveyed”.

 

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