FRANCE. Paris Aéroport and Lagardère Travel Retail joint venture Société de Distribution Aéroportuaire, along with wine company AdVini, have opened a 30sq m pop-up shop for French wine at Paris Charles de Gaulle Airport Terminal 2E. The ‘Expérience des Terroirs’ pop-up wine cellar opened on 31 August (with an official inauguration on 4 September) and runs for one month.
As noted in a previous story, the partners said the project’s mission is “to reinvent the wine experience in the heart of Parisian shopping”.
During the period, eight wine merchants representing Bourgogne, Rhône, Provence, Languedoc, Roussillon, Cahors and Bordeaux will offer travellers the opportunity to discover the key French wine regions.
The pop-up features educational sessions covering the main aromas and the major terroirs. It offers virtual tours of the estates as well as tastings. The retailer noted that “great wines from prestigious appellations will be available for tasting and purchase, including organic and biodynamic wines”.
The space is managed by representatives from the estates and features special guests for themed tastings. These include Andréas Larsson (named Best Sommelier in the World in 2007), Fabrice Sommier (Meilleur Ouvrier de France, Head Sommelier and Catering Manager for Georges Blanc) and Iain Munson (Master of Wine). Travellers will have a rare opportunity to meet these professionals in the field in a “friendly and interactive setting,” said the partners.
AdVini Director of Strategic Marketing and Communication Jean-Pierre Durand said: “This project was born during a meeting with ADP in the heart of the vineyards. Aware of the wine sector’s potential and interest in this area, we began to imagine an iconic space that would express French craftsmanship.”
In a statement, AdVini noted how wine is a key element in French culture. In 2016, France welcomed ten million wine tourists, 42% of which were foreign visitors, it added.
“Wine is a symbol of France, a reflection of French culture and expertise that is enjoyed the world over. This French expertise and way of life is what ADP is seeking to embody in its shops and shopping experience. More than simply shopping, consumers get a sensory experience that helps them understand wine better: they can smell the aromas of the primary varieties, touch the soil of the different terroirs, experience a virtual tour of the vineyards and finally taste the wine itself.”
