Loire Valley Wines to host ‘Muscadet Mobile’ for London Wine Week

Trade body Loire Valley Wines is the headline sponsor of this year’s London Wine Week and will host promotional events including a ‘Muscadet Mobile’ at Flat Iron Square throughout the week.

Wines from the Loire will have a visible presence at this year’s London Wine Week, which runs from 14 to 20 May.

Loire Valley Wines is hosting a series of on-trade promotions and events in an effort to entice newcomers to explore the region’s wines.

In addition, it is stepping up its marketing effort through the use of a nationwide independent wine merchant promotion and a London taxi advertising campaign.

During London Wine Week, the trade body will be hosting a week-long “Muscadet Mobile” at Southwark street food hub Flat Iron Square, where winemakers from Muscadet will be encouraging consumers to swap their Pinot Grigio for something from the French appellation.

In addition it will be hosting exclusive masterclasses at Wright Bros during which wines from the Loire will be paired with six different types of oysters. For the full event line-up, please click here. 

The trade body will also be organising a month-long independent wine merchant promotion, beginning during London Wine Week and lasting until the end of June. It will also be branding London black cabs with information on the region’s appellations throughout May.

Claire Duchene, communication director, from Loire Valley Wines commented: “May is Loire month in London! We are looking forward to taking over the capital for London Wine Week to create informative, convivial, accessible and high-quality moments, which reflect the spirit of the Loire Valley.

“London is a one of a kind hub for curious consumers who are thirsty to learn more about wines and we believe there is a real opportunity to increase our sales from this region, in particular for our white wines, given that this is a number one consumption category in the UK. Our dedicated activities have been crafted to target an array of consumers through different types of activities and we hope this way we increase interest for Loire Valley wines across the board”.

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