Access Zone project to create new white blend

Thierry’s has joined forces with social media experts Vrazon to host a unique LIWF project with the aim of “disrupting” the traditional way the wine trade thinks about wine branding in the Access Zone.

Bringing together three winemakers – Austria’s Markus Huber; Emmanuel Laurent from Antonin Rodet in Burgundy and Italian winemaker Giorgio Flessati – the aim of the project is to create an innovative, pan-European, premium white blend from scratch over the course of the three-day show at ExCeL London.

Thierry’s buying directors Lindsay Talas and Dominique Vrigneau will work closely with the winemakers in creating the blend.

Thierry’s and Vrazon will also demonstrate how wine is brought to market and highlight the respective roles of winemakers, importers, designers, marketers ad retailers in the process.

Visitors to the Access Zone and the wider international blogging community will be invited to get involved throughout the whole process, encouraging their feedback on the blends and consulting on label designs.

The aim is to put the finished wine, complete with a brand identity and web presence, on sale by the end of the fair on Thursday 19 May.

Vrazon – the joint venture of Ryan and Gabriella Opaz and Rob McIntosh – will broadcast much of the action, making the content available to the wider world.

Matthew Dickinson, commercial director at Thierry’s, said: "We always like to think outside the box and do things a bit differently and this year is no exception.

“Supporting the Access Zone is a perfect fit for us and a natural progression from our foray into the world of social media last year, with the launch of Thierry’s blog.

“The beauty of the Access Zone is that it allows the wine blogging community access to the workings of the wine industry through the LIWF and provides a focal point for visitors to learn more about social media and how effective and powerful it can be.”

Over the course of the show in the Access Zone, Vrazon will attempt to show how social media can be used to engage with consumers and build brand awareness.

It will offer wine writers a space for networking and a “hub for exchanging ideas”.

The Zone will also offer a series of practical seminars, presentations, tastings and interviews which will be recorded live and streamed over the internet.

For more details, visit the Access Zone at stand F72.

Alan Lodge, 17.05.2011