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News
Sud de France launches global festival
Sud de France has unveiled details of a major food and wine festival taking place across London and selected UK cities this autumn.
Taking place from 17-30 September, the festival will include free food and wine tastings, wine appreciation workshops and sampling opportunities.
London will provide the main focus for activities, but a series of promotions and offers will be organised in cafés, restaurants and retail outlets nationwide.
Among the confirmed participants are the Eastside Inn in London and national restaurant chain Café Rouge, whose 105 outlets will serve a special southern French-inspired menu matched with local wines. Off-trade partners include Direct Wines, Oddbins, Majestic and London independent retailer Jeroboams.
Trade activity will see a tasting of 40 top wines from Sud de France on Monday 20 September at the Maison de la Region Languedoc-Roussillon.
Representing both AOC and Vin de Pays categories, the wines will be preselected by a panel to include wine writer Anthony Rose, consultant Peter McCombie MW and The Fat Duck sommelier, Isa Bal MS.
In addition, Sud de France will announce the winner of its sommelier competition, designed to promote knowledge of the region’s wine offer. A total of 45 entrants are competing for the title, with the victor announced on 13 September.
Consumer activity will see the Sud de France market taking place in London’s Cavendish Square. The free food and wine event will enable the public to meet and taste with 20 food and wine producers from the region.
Further consumer events in London include a tasting and masterclass at Vinopolis led by Charles Metcalfe, a series of WSET classes and a giant cassoulet in Borough Market.
The UK festival forms part of a worldwide promotion by the umbrella brand, which is responsible for promoting food and wine exports from Languedoc-Roussillon.
The campaign has already taken place in New York and Shanghai, with further promotions lined up for Mexico City, Rio de Janeiro, São Paolo, Belo Horizonte, Düsseldorf and Cologne.
Gabriel Savage, 03.08.2010