1. Wine and Tourism in France
French Affairs 2010
Monday October 25th, 2010
Nikko Hotel San Francisco

2. Workshop # 3
Wine and Tourism in France
President: Jean -Noel Frydman - France.com
Host: Pascale Bernasse – French Wine Explorers
Reporter: Cinnamon Broceaux - Five Senses Culinary Tours
Guest Speaker:Caroline Putnoki – Director for ATOUT FRANCE Canada
Coordinator: Tiana Gamez – ATOUT FRANCE

3. Wine Tourism Offers and News

4. Wine-growing regions of France
 17 Wine-growing regions
 8 Main Wine regions visited by American tourists

5. Wine is Tourism
 The vineyards of France offer more than wine:
 Scenic Wine Routes (Route des Grands Crus)
 Walking and Biking Paths
 Cellar Visits and Wine tastings
 Cultural and Historical Sightseeing
 Festivals
 Trade exhibitions and consumers fairs

6. Wine routes and nature sightseeing
 Bourgogne – Route des Grands Crus
(Romanée Conti, Nuits-Saint-Georges…)
 Beaujolais - 2 appellations Beaujolais
wine Routes including the famous: wine
route at Vauxrenard
 Bordeaux – Wine Route through
UNESCO World Heritage Sites:
Bordeaux, Saint Émilion, Blaye
Citadel. Route des Châteaux through
Médoc.
 Champagne - 600 km of wine route
though Reims, Epernay and the Côte des
Bar
 The Jura Wine Route- awarded the
designation “European Destination of
Excellence”.

7. Tours and holidays in towns and villages
 In Reims, town of art and history of Champagne.
 St. Emilion-Unesco-World Heritage Site.
 Chateauneuf-du-Pape-village

8. Wine shops that offer tastings or
extensive offerings
 Lavinia cellars, in Paris offer a wide range of
wine from the best French vineyards with a
programme of Introduction to tasting at the Bar
and also a gastronomic Menu at the Restaurant.
 Legrand Cellar, in Paris Combining wines and
tasting experience during which wine makers
share their passion of wine.
 L'Intendant, a legendary wine shop in
Bordeaux, showcases some 57 different regional
appellations. The shop's 15,000 bottles are
organized around a stunning spiral staircase that
climbs four floors.

9. Regional Wine Centers
 In the Maison des Sancerre, seven
centuries old, discover the opulent history of
the Sancerre winegrowing region.
 In the Maison des Vins de Bergerac, on the
banks of the Dordogne, discover the secrets of
the terroirs of Périgord and the wines of the
Bergerac appellation.
 In the Maison des Vins du Languedoc, at
the gateway to Montpellier, enjoy a selection
of wines from the vineyard, along with
regional produce and local crafts.
Wine, from a cultural, historical and technical point of view.

10. Wine festivities all year long
 In February each year, the festival La Percée du Vin Jaune draws 40,000
visitors to celebrate the release of the latest vintage, barrel-aged for 6 years.
 Every year in May, the Wine and Vine Festival in Avignon, takes place at the
foot of the Palais des Papes.
 From October to mid-March, La Flamme de l’Armagnac sets the fire in the
home of France’s oldest brandy!
 In November, celebrate the Beaujolais Nouveau at the Sarmentelles festival
in Beaujeu: a tasting competition, dinner and show, procession and dance…

11. Trade exhibitions and wine fairs and auctions
 Bordeaux fête le vin. June 2011
 4 days of festivities
 Beaune, the auction wine of
the Hospices de Beaune and the
vineyard.

12. Wine Tourists Profile

13. Who are the visitors?
 Profile of the clientele
 A well off clientèle
 46 years old on average
 Tours in couples (43%) family (26%) and friends (22%)
 39% of foreign visitors (Belgium 10%, UK 10%, Nland 4%, Germany
3%, United States 2%)
 Their Motivations
 Wine as the main reason for holiday
 Wine is a pleasure amongst others
 Different behaviours towards wine tourism depending on the need to
feel sensations or to discover a new science.
 Wine and Tourism 2010 study by ATOUT FRANCE
 Qualitative and quantitative study on 8 wine producing regions.
 Next to 9500 questionnaires analyzed

14. 4 Socio-types of wine tourists
 Epicurians 40%
 Expectations : pleasure of the
senses, well-being, aesthetic
(landscapes, colours) and
gastronomy.
 High proportion of foreign
visitors with a good purchasing
power. Regular wine consumers.
 In search of friendliness
 Explorers (20%)
 In search of alchemy, small secrets
on wine, little known vineyards…
 Well off tourists, regular consumers,
wine cellars visits, wine bars etc.
 Important on-site shopping of wine
and gastronomy.
 Experts (16%)
 Looking for pedagogy
 Wine focused activities
 Frequent stays but small
Spendings, high proportion of
french tourists.
 Connoisseurs attracted by the
science of wine.
 The Classicals (24 %)
 Wine as region’s heritage to be
discovered.
 Mostly French tourists. Limited
expenses.
 Natural, cultural and architectural
heritage, - In search of cultural activities
and social connections.
.

15. Wine Tourism Promotion in the US

16. Wine and Tourism Promotion
 E-marketing :
 Dedicated sections on Franceguide.com
 Actions to consumers and professionals
 Partnership with Sopexa on Vlogs promotions
 Events:
 Destination Vignobles
 Aperitif à la française
 Sponsored events

17. Wines of France online campaigns
 Dedicated page on Franceguide.com
including wine-regions
 Deals and offers
 Events
 News
 Videos blogs (10.000 viewers on
each videos since 2008)
 Itineraries
 Sweepstakes to win a trip to the
regions
 An interactive map

18. Wines of France online campaigns in partnership
with the french regions and Sopexa
A dedicated landing page and eblast was
created to promote the a special Video
series on the French vineyards and the
wines of France
Lost in Francelation – Wine and Tourism
vlogs

19. Wine and Tourisme Events with ATOUT FRANCE
 Destination Vignobles
 "vineyards and wine of France“ Event
 100 Tour Operators
 60 French Wine and Tourism
Professionnals.
 Apéritif à la Française
 French Cocktail Hour in the US
 1,000 parties across the country
 On Thursday June 3rd.
 Co-Sponsored events
 Languedoc-Roussillon event at the
United Nations, NYC
 Large selection of wine tasting

20. Wine Tourism Promotion in Canada

21. Wines of France campaign ATOUT FRANCE
Canada
 Discover France By Its Wine
 TARGETS AND STRATEGY
 1 Million canadian travel to
France every year
 Baby boomers and seniors
 Reinforcement of the image of
France: wine and gastronomy
culture in a modern way
 GOALS
 Promotion of wine and tourism
 Promotion of wine and
Gastronomy
 Promotion of a modern image of
France

22.  3 STAGE CAMPAIGN
 1-sweepstakes to win a 2 weeks
trip to the regions “ Découvrez la
France par ses Vins”
 Selection of the 10 finalists with
the most votes
 Creation of the teams online profile
for the final votes
 2- Results: from 1000-2500 votes
each and Casting of the winners
with a Jury of partners
Wines of France campaign ATOUT FRANCE
Canada

23. Wines of France campaign ATOUT FRANCE
Canada
 Last Stage
 Shooting and broadcast of the video
on french and english website of
ATOUT FRANCE Canada
 ca.franceguide.com/winesoffrance

24. Topics of Discussion
We would like to hear from you

25. Thank you for attending our
workshop
Hope to see you soon in France on
your Wine Trip