Languedoc AOC Wines’ Import Surge Continues in 2013

Category Doubles in Three Years; U.S. Sales Promotion, L’Aventure Languedoc, Bolsters Category’s Ascent

NEW YORK--()--Languedoc AOC wines, a category that has more than doubled in volume and value in three years, continues outstanding import growth in 2013. Year to date import figures through May 2013* show volume growth at 12% and value growth at 15%. Particularly remarkable is the growth of AOC Languedoc red and rosé wines, which are up 67% by volume and 62% in value. Languedoc whites, led by Picpoul de Pinet, also show strong growth at 29% by volume and 33% in value. The Languedoc AOC wines category has experienced steady and dramatic increases in both volume and value of imports (34% on average) since 2009. This success is driven by wine style and quality that fit American palates very well, and a strong marketing program.

“The USA is one of our fastest growing markets”

“The USA is one of our fastest growing markets," says Christine Molines, Export Director for the Conseil Interprofessionnel des Vins du Languedoc (CIVL), "and these import figures show that Languedoc wines are a perfect fit for US market demand trends; these wines are the right price and right style for US consumers.” The CIVL has been working with Benson Marketing Group since 2009. Languedoc is the only major French wine category to show such consistently large and positive growth, and as a result, is gaining market share in the rising French AOC category.

In its 3rd year, “L’Aventure Languedoc”, a multi-city consumer promotion in June, continued to build on momentum for Languedoc AOC wines. Over 10,000 bottles of Languedoc AOC wines were sold, including more than 160 new references at participating accounts. Throughout Boston, San Francisco, and Chicago, 125 participating retail and restaurant accounts hosted in-store tastings, special by-the-glass programs, and tasting events which showcased the spectacular AOC wines from France’s most dynamic wine region. L’Aventure Languedoc is an integrated marketing program that includes in-store tastings and sales promotions supported by aggressive advertising, social media and public relations support. Efforts are concentrated in 3 cities to drive sales and new references, pulling imports into the country and through the distribution chain.

As a result of this success, Chicago’s largest retail chain - Binny’s Beverage Depot – will feature the AOC wines of Languedoc this September 2013. All stores will host in-store tastings on September 21 and 28. Binny’s chose to feature Languedoc wines in recognition of the huge strides this region has taken to become a larger presence in the US wine market.

For more information on all activities, please visit: http://languedocadventure.com. Follow @LanguedocWines (www.twitter.com/LanguedocWines) and www.facebook.com/LanguedocWines

*Source: UbiFrance

About the CIVL

The Conseil Interprofessionnel des Vins du Languedoc (CIVL), joint trade council of the wines of Languedoc, representing the entire AOC wines sector and as of June 2012, the IGP sector as well. Languedoc is France’s wine most dynamic wine region, where local AOC regulations allow greater freedom to forward-looking winemakers to experiment than in most other French wine regions. Working with Benson Marketing Group, the integrated wine marketing agency with offices in New York, Napa and Paris, Languedoc AOC wines is broadening its exposure within the United States and making the public aware of the quality, variety and incredible value the region has to offer. Languedoc wines are an exciting and accessible discovery for US wine drinkers.

Campaign supported by the European Union.

Contacts

Benson Marketing Group
Thea Schlendorf, 212-822-3404 ext 202
schlendorf@bensonmarketing.com

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LANGUEDOC AOC WINES’ IMPORT SURGE CONTINUES IN 2013; Category Doubles in Three Years; U.S. Sales Promotion, L’Aventure Languedoc, Bolsters Category’s Ascent. Binny's to host tastings.

Conseil Interprofessionnel des Vins du Languedoc