After an extensive orientation, the French InterLoire (Interprofession des Vins du Val de Loire) chooses the wine, food and hospitality specialized agency Pitch Communications & PR for carrying out their PR and promotion activities in the Netherlands. The new team for the InterLoire in the Benelux starts from the beginning of March. Pitch PR will focus on the Dutch market and Vinopres, located in Brussel, will be responsible for the Belgian market. They started a three year collaboration to bring the umbrella label Vins du Val de Loire (Loire Valley Wines) and their belonging appellations under the attention of consumers and professionals.
The next few years Pitch PR will organize all marketing and PR activities to promote the wines from the collective Loire Valley Wines. The Dutch market also gets special promotions for the appellations Cabernet/Rosé d’Anjou, Touraine and Vouvray. The activities will include the organization of (press) meetings, tastings, press releases, Social Media and online advertising. Pitch PR and Vinopres will work together on the brand awareness of Loire Valley Wines in the Benelux.
InterLoire (Interprofession des Vins du Val de Loire), the Interprofessional body for Loire Valley wines, came into being as a result of the determination of wine growers and merchants in the Anjou, Saumur and Touraine wine-producing regions to defend and develop their Appellation d’Origine Contrôlée (AOC) wines. This represents a total of 49 Appellations d’Origine Contrôlée (AOC), covering an area that extends from Angers to Blois, and includes still and sparkling wines of all colours – white, red and rosé. InterLoire has four main roles:
• To increase awareness and promote the image of Anjou, Saumur and Touraine Appellation d’Origine Contrôlée (AOC) wines, both in France and abroad.
• To develop the quality of these wines and support regional technical development.
• To organise and harmonise common professional practices and relationships under the control of the authorities.
• To publish economic analyses of the market.
They key aim of InterLoire is to sustainably enhance France’s third most important wine-producing area.