Provence wines invent a bespoke regional exhibition

Thursday November 07 2019 by Vitisphere

 On 6 and 7 April, trade players and influencers are invited to Provence for a trade exhibition focusing on an experience-based event. On 6 and 7 April, trade players and influencers are invited to Provence for a trade exhibition focusing on an experience-based event. - Photo credit : CIVP

Air Provence is Provence’s trade event designed to support the region's move upmarket. Organised by the local marketing board, it invites trade stakeholders and French influencers (sommeliers and journalists) to spend two days in Provence. In two “terminals” - Château Sainte-Marguerite and Château Font du Broc - 200 independent producers, co-operative wineries and trading firms will present around a thousand wines. But the event doesn’t stop there. Depending on what takes their fancy, “passengers” will be able to take part in tours to the heart of the wine region, evening events and master classes and share their expectations with the organisers, who will do their utmost to meet them.

 

A tight schedule

 

The event is slated for 6 and 7 April 2020, a good month after Wine Paris. But also, on the same dates as the regional trade fair currently being planned by the Languedoc, Roussillon and Pays d'Oc marketing boards. This event will be held in Narbonne and aims to secure attendance by 500 exhibitors. With its official name due to be announced very shortly, it will showcase the most diversified range of Languedoc wines at a trade fair. Similarly, the Beaujolais trade show Bien Boire en Beaujolais will be held on April 7 and 8. So is this agenda of regional events with clashing dates necessarily a bad thing? “It can create synergies so that buyers spend a day in one region then a day in another”, said one observer philosophically.

 

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