June 2010: promotional campaign to relaunch Muscadet

2008 vintage: Pierre Luneau with some of Melon de Bourgogne that survived the frost

 Presse Océan reports on a campaign by Interloire that will run in June to try to recapture the shelf space Muscadet lost because of the lack of stock and price rises following the early April frost that cut production by around 60-70%. The relaunch will be called Planète muscadet and will cost 500,000 € in total. The campaign will involve radio, the internet, wine stores and restaurants. 

'L'interprofession lance l'opération Planète muscadet pour sortir le Vignoble nantais de l'ornière.

Animations dans les points de vente. Campagne de communication radio. Grand jeu concours. Trois points pour résumer le plan de relance commerciale du muscadet mis sur pied par InterLoire. L'opération, imaginée par l'ensemble de la filière, est baptisée Planète muscadet. Elle vise à redonner un coup de fouet au marché particulièrement chamboulé après le gel du Vignoble nantais au printemps 2008.'

Lire la suite

See also previous post on Muscadet's loss of market following the April 2008 frost.

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Also in Presse Océan a video of a section of the new Pont Eric Tabarly being towed by a barge down the Loire in the centre of Nantes this morning.