French wine push in Waitrose

19 August, 2010

Waitrose is running a French Wines Showcase in September, as part of a promotion sponsored by France Agrimer.

The French Quality Wines campaign, which will run across a number of retailers this year, also features trade and consumer PR and a tourism element.

France Agrimer hopes the push, which will promote some 250 wines from all over France with in-store tastings as well as online and print communications, will generate sales of more than 11 million bottles.

Waitrose has one of the broadest ranges of French wines in the UK and holds a 12.4% share of the UK market for French wine. Its showcase will see nearly 50 wines discounted by 25%.

Buyer Andrew Shaw said: "The French wine industry must trade consumers up if it is to once again establish its rightful reputation as the most engaging wine nation on the planet.

"Despite having a unique combination of diversity, heritage, terroir and quality, there has been a reluctance to add value and support the category.

"Waitrose has a unique opportunity to showcase delicious wines from every corner of France in September and greatly looks forward to once again partnering the French Wines campaign with such an activity. Only by building the momentum with other such value-added initiatives will France reclaim valuable market share in the UK marketplace."

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