Marketing Innovation and Wine

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Marketing Innovation & Wine : Opening of the 1st Famille Perrin Pop-Up StoreChâteauneuf-du-Pape, May 5 2015 - The wine world’s marketing innovation of the year 2015 could well be here. And it comes from Famille Perrin, the biggest vineyard owner in the Southern Rhône Valley, which is setting up an HQ in the heart of Avignon’s TGV train station by opening a pop-up concept store from May to September 2015.Yes, you read that correctly: a pop-up concept store! In it, travelers will be able to discover the Famille Perrin universe and its ancestral talent for bringing out the best in the wonderful terroirs of the region. They will also be able to taste the wines, not forgetting the famous Miraval Rosé. This will be an enchanting break, a moment lost in pleasure, discovery and conviviality. The idea of this giant wooden wine crate bearing the easily-recognizable red and blue crest came naturally to Famille Perrin. “We imagined a wine crate, like one of those we use to pack our best vintages when they are sent on their journeys around the world. But this one is special; it opens at first light and closes when the sun sets, like the Morning Glory flower*” explained Charles Perrin.A huge publicity coup? A game? No. This giant wooden crate opens up to reveal Famille Perrin’s summer pop-up store. A marketing concept first in the world of wine, this counter will be in the Avignon TGV train station from May until the end of September so that travelers can discover Famille Perrin wines and those of their partners, Angelina Jolie and Brad Pitt, with the Château Miraval. Convivial, accessible and stylish, this pop-up concept store is intended as an extension of the spirit of the Famille Perrin store which opened in Cours Mirabeau in the heart of Aix en Provence a few months ago.Forming part of a global marketing strategy, the pop-up store in Avignon’s TGV station serves several purposes: promoting the vineyards of the Southern Rhône Valley, rendering the world of wine more accessible and offering customers a fun time. It is being showcased at a time when the TGV station is particularly busy, used especially by many foreign tourists who are interested in the region’s wines. A great pioneer in the universe of wine, Famille Perrin – voted Personality of the Year 2014 - is once again heading off the beaten track to seek out travelers in a fun and relaxed way but, as ever, in an elegant setting.
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