Home Industry News Releases Famille Hugel Celebrates #Hugelday on November 14, 2020

Famille Hugel Celebrates #Hugelday on November 14, 2020

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Riquewihr, November 14, 2020 – There’s no escaping one Alsace tradition at this time of year, wherever you are in the world, and that’s #HUGELDAY!

In these difficult times when good news is rare, when we worry about those close to us, concerned for their health and safety, our minds are not on celebrating. Despite this, Famille Hugel, established in Alsace since 1639, has decided to go ahead with #HugelDay 2020, in a modest bid to offer a moment of pleasure and communication; a way of being with others, even if only virtually.

Jean-Frédéric Hugel: “In deciding to maintain #HugelDay 2020, we simply wanted to offer wine-lovers a glimmer of hope by giving them the chance to share a moment of pleasure, even if it has to take the form of a virtual aperitif. With its 75cl format, wine is naturally designed for sharing, and should continue to play its role as a social enabler. So, on November 14 #HugelDay will be the opportunity to come together around a bottle of Alsace wine, albeit at a distance. #HugelDay won’t make the virus go away any quicker, but it can stop this weekend dragging on too long!

So, on November 14 the 11th edition of #HugelDay will take place all around the world. This event started in America in 2009. Held in wine shops and restaurants, it celebrates the wines of Alsace and Famille Hugel.

Previous years featured the family’s trademark wine, Gentil Hugel, and the Riesling grape (with its iconic Schoelhammer wine), but it is the turn of Gewurztraminer to be the star of the show on #HugelDay 2020. It will come with the slogan “Spice up your life”; a kind of ode to joy that is a subtle reference to the rich aromas and the famous pairings of this wine with spicy world cuisine.

The visuals of the #HugelDay 2020 campaign build on this convivial theme, full of hope, with two warm colors that are dear to the hearts of the Hugel family: red and yellow. Why these two? Because in 1918 Alsace became part of France again, and its wine producers had to deal with major economic changes and rethink the packaging of their wines. Prior to this, Jean Hugel, the father and grandfather of the current generations, had trained in the marketing department of the famous Swiss food brand MAGGI™. At that time, market research into the presentation of its products showed that yellow, red, and gold were the colors people preferred, and these were quickly adopted by the company. The young Jean Hugel rapidly (and effectively) took this on board and so, since 1921, the wines of Famille Hugel have been recognizable the world over for their famous yellow, red, and gold labels. These favorite colors of the Maison Hugel, symbols of hope, passion, conviviality, and warmth, are all the more pertinent in these trying times. 

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