|CIVB launches in-store tasting initiative for independents|
|Written by Carol Emmas|
|Friday, 12 October 2012 09:44|
The Bordeaux Wine Council (CIVB) has launched A Taste For Bordeaux, a new in-store consumer tasting initiative for wine merchants.
The Pop in for a Drop campaign is aimed at off-licences and independents, and is limited to 50 independents on a first come, first served basis. Independents which sign up to the programme will be expected to host a tasting in-store over three days, offering customers at least four Bordeaux wines to taste free of charge.
The tasting will include at least one Bordeaux Blanc to highlight the diversity of wines the region has to offer. All wines shown should be priced between £6-£25.
Merchants will be provided with a comprehensive merchandising pack, which includes information about Bordeaux wines and ideas to help create real theatre for the tasting, and they will receive a £150 contribution towards the cost of the event.
A Taste for Bordeaux has been conceived to recognise the important role that wine merchants play with their expertise in providing personal recommendations to customers in a market where where still family-owned producers face a constant challenge to compete with mass-produced international brands.