Loire Valley Wines launches new UK marketing campaign

Loire Valley Wines is launching a new consumer marketing campaign for the UK.

Loire Bucket List aims to reflect the idea that the Loire Valley is the “ultimate wine region to add to your bucket list”, due to its wide range of wine styles, travel experiences and authentic French food.

The campaign kicks off at the start of June and it will include a series of consumer events, competitions and retail promotions with independent wine merchants across the UK.

Claire Duchene, communications director from Loire Valley Wines, said: ““June will be Loire month in London! With the dreamy fairytale like castles, authentic French food and our incredibly diverse range of wine styles, we are absolutely spoilt in the Loire Valley and the aim of this campaign is to show the UK why our region can really offer a memorable experience for wine lovers.

"We chose the idea of the bucket list as the positioning for our campaign in order to capture consumers with a concept, which is relatable, accessible and memorable for our target audience in the UK.

“From Crémant in Tower Bridge and Muscadet along the Regent’s Canal, we’re really looking forward to creating unforgettable moments for consumers in London this summer that will place the iconic Loire Valley right in their wine bucket list!”

As part of the campaign, each weekend there will be a different “route” of restaurants and wine bars serving a specific style of wines from the Loire Valley with the route finishing at a “bucket list” inspired venue in London.

The routes will be: June 5 and 6 will be the Muscadet route, partnering with venues in waterside locations around London; June 15 is the Cremant de Loire route, partnering with venues with memorable views; June 21 and 22 is the Rose route, with west London venues; and June 29 and 30 is the Sauvignon Blanc pop-up at Portobello Road Market.

Loire Valley Wines will also be organising a month-long independent wine merchant promotion, beginning mid-May until the end of June. The trade body will “take over” wine merchants across the country to shine a light on their finest wines from the region.

For more information on the Loire Bucket List visit: www.loirebucketlist.com

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