EDITOR NEWS Richard
EDITOR NEWS Richard Barnes Editor-in-chief President Hollande is First Head of State to Open Vinexpo President promises new measures to support “showcase” wine industry Marketing Innovation is Key to Being Seen You know what they say: “You can’t judge a book, by its cover”, and the same goes for wine and spirits, right? Well not quite, as while the packaging and the marketing that goes along with it can’t make a bad product good, it is increasingly essential in today’s world of differentiation to come up with clever ideas to get one’s message across. A perfect example is that of Wente Family Estates in California (see our interview in this edition with Carolyn Wente, Chief Executive Officer and Fourth Generation Winegrower). Years ago already the Wente family realised that having an excellent product was not enough, and went about looking at ways of developing ideas and activities around their property in order to create a “buzz”. And it works wonders. The same goes for innovation in packaging, and the “story” that is conveyed by this. At this year’s Vinexpo, Odevie is launching a new concept in Gin – not only aiming for excellence with the blend of flavours in the drink itself, but at the same time in a beautifully designed bottle, relating the philosophy of what’s inside (read page 11). © csfotimages French President François Hollande yesterday became the first head of state to officially open what is the 18 th Vinexpo trade exhibition. He marked the historic occasion by announcing strong support for the French wine industry. Hollande promised new measures would be introduced to help support what is France’s second biggest export market. In a wide ranging talk to show exhibitors and visitors at the Palais des Congres de Bordeaux, Hollande said: “Bordeaux is not only a capital of a region, it is a showcase for France, the world capital of wines and spirits.” He added: “We must support its growth and its place in the world.” He then went on a near two-hour tour of the show’s exhibitors talking to producers and visitors on the opening morning on the show. Guillaume Deglise, Chief Executive of Vinexpo, said it was a “great honour” to have the president show his personal support to Vinexpo and the overall wine industry by opening the show. Sommelier Ludivine Castillo, Eric Riewer - presenter and chef Beatriz Gonzalez, Neva Cuisine, Paris, France (l. to r.) Top Chefs and Sommeliers Go Into Action Live food and wine matching with Gault & Millau Throughout Vinexpo you can experience how leading chefs and sommeliers work together in a series of live food and wine demonstrations hosted by France’s prominent restaurant and gourmet guide, Gault & Millau. The concept of the L’Atelier Food & Wine facility, located at the top of Hall 1, is to show how chefs and sommeliers work with flavours and aromas to create food and wine pairings. It is part of Vinexpo’s overall ambition at this year’s show to highlight the importance of cuisine and food relating to wine which is reflected in the wide choice of restaurants and eating outlets across the exhibition. The majority of which exhibitors can bring their own wine along to enjoy without paying corkage. We are also seeing some clever and beautiful designs when in comes to wine bottles (some of which you will also see in this edition). It’s all part of capturing the imagination of the public, creating a pull effect, and making it a true pleasure for retailers to sell product. There’s no doubt that one of the major keys to success is not just having a great product, but having a great marketing plan to go with it, and Vinexpo 2015 is THE place to be inspired. 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