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BIVB announces details of next ‘Bourgogne Week’
The Bureau Interprofessionnel des Vins de Bourgogne (BIVB) has announced further details of next year’s ‘Bourgogne Week’ campaign.
The release of the new Burgundy vintage will run between 9 and 13 January next year and will be supported by an “intense” social media programme and “dedicated” website.
The website is designed to be a tool for both the trade and consumers during what is traditionally the period for new releases from Burgundy in the UK.
All the tastings will be listed and promoted, and a number of short articles posted by the “secret detective” will highlight various aspects of the vintage and suggest under-the-radar wines worth seeking out.
The BIVB decided to bring back the website and campaign following its success last year. In 2015 the campaign received 2.8 million impressions and reached 882,000 unique users. Users can follow the campaign using the hashtag #BourgogneWeek.
“The feedback we have received from the UK trade on this site has been positive,” said François Labet, president of the BIVB Commission. “They seem to appreciate our goal of showing support for the week, and trying to simplify the process of getting from one tasting to another through putting as much information in one single place as possible.”
Although 9-13 January will be the site’s most intense period of activity, further Burgundy events taking place over the course of the year will also be getting plenty of coverage.
Labet continued: “We aim to use the unlock the secrets message to show the sometimes ignored side of Bourgogne. Many people concentrate only on the super-premium part of the offer, but we have 100 appellations in the region, and the majority of these are accessibly priced.
“Our strategy is to target the key influencers – primarily on-trade and independents, who talk to their customers and hand-sell the wines. We will show them a different side of Bourgogne, giving them the keys to unlock the secrets of the region – secrets which need to be told.”
The website can be reached here.