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VIN DE FRANCE Continues Investment in U.S. Market with 2017 Campaign: “VIN DE FRANCE, Share the Joy of Life”

MCC Labels Direct

New segment quadruples sales in U.S. in three years; Double digit growth in volume and value*

NEW YORK—JUNE 12, 2017—ANIVIN DE FRANCE, the national trade organization responsible for promoting VIN DE FRANCE wines, announces it will continue its campaign in the U.S. introducing American wine enthusiasts to this segment of authentically French, creative and easy-to-enjoy wines. The new U.S. communication campaign is entitled “VIN DE FRANCE, Share the Joy of Life.”

 “The U.S. presents a tremendous opportunity for VIN DE FRANCE brands and their producers,” said Valérie Pajotin, Director of ANIVIN DE FRANCE. “Our new campaign aims to share that VIN DE FRANCE wines are made with varieties that are definitively French, and are part of a way of life that is synonymous with the French. The people of France embrace joie de vivre—a feeling of happiness and excitement about life—an effect that can be contagious. VIN DE FRANCE wines are an invitation to find joy, not only in the wines themselves, but also how you share them. Moreover, our campaign communicates that the varieties that have come to be known as ‘international varieties,’ are more accurately defined as French. Sauvignon Blanc, Chardonnay, Pinot Noir, Merlot, Cabernet Sauvignon and others were born in the vineyards of France.”

At the center of the U.S. campaign is a robust integrated retail sales program with a goal to drive sampling and sales, as well as raise consumer awareness of VIN DE FRANCE producers and wines. In 2017 the Wines of VIN DE FRANCE will host over 100+ in-store promotions with well-known retailers Total Wine & More, Spec’s, Lowes Foods, and Liquor Barn. These promotions will be supported by staff training, merchandising and promotional advertising. The program is augmented by a new digital campaign with dedicated social media pages as well as a companion media relations program.

VIN DE FRANCE varietal wines, which now represent 8.9 million 9L cases exported worldwide, have seen tremendous success in the U.S, reaching 696,000 9L cases. Over the last three years, the volume of VIN DE FRANCE varietal wines exported to the U.S. has increased four-fold and continues to grow. In the last 12 months, exports grew 14 percent in volume and 16 percent in value versus the previous year*.  (*Source: Business France Moving Annual Total March 2017)

ANIVIN DE FRANCE the national trade organization responsible for promoting VIN DE FRANCE wines, will be at Vinexpo in Bordeaux, France, one of the most important wine trade fairs in the world. From June 18-21, 2017, members of the trade can taste the 138 BEST VALUE VIN DE FRANCE SELECTION awarded wines and discover the new campaign visuals at A22 Hall 1. These 138 ambassador wines were selected during ANIVIN DE FRANCE’s annual blind tasting competition conducted in Paris bya panel of 34 international wine experts and buyers.


Created in 2009, VIN DE FRANCE is a national classification created following changes in the European regulations surrounding nomenclature of wine categories. Representing a new generation of French wines, VIN DE FRANCE wines can be either a single varietal wine or a blend, and producers are permitted to blend grapes or wines from different regions of France. The grape variety and vintage can be shown on the label. While strict quality requirements are in place, wine producers have the flexibility to use modern winemaking techniques. With rules concerning yields or winemaking practices lifted, producers can be as creative in their production methods as they wish. Today, VIN DE FRANCE wines are the French answer to the varietal wine consumer’s expectations throughout the world.

Connect with VIN DE FRANCE wines on Facebook and Instagram at @VinDeFranceWinesUSA #vindefrancewines.

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