“All those who spit my wine adore it” is the title of Vin et Société’s last campaign that was launched in the presence of bloggers, influencers and the press last 3 July.
While the act of spitting is part of the daily lives of wine professionals, it is hardly the case for consumers. According to a survey conducted by Vin & Société, 85% of consumers do not know how to spit and 50% of the respondents believe that not swallowing the wine would mean loss of aroma, not respecting the winemaker and be unattractive.
However, contrary to popular belief, spitting wine is not an offense to the winemaker, nor is it exclusive to the great tasters. On the contrary, this gesture is a first step towards getting to know a wine and how to taste it. In direct contact with consumers, wine professionals were thus identified as best placed to pass on their knowledge and passion on the art of tasting: the first step towards a proper use of the product.
Embodied by the men and women of the wine sector, the campaign uses a playful and fun tone to show the “art of spitting” behind the scenes and targets everyone: novices, occasional drinkers or enlightened amateurs.
With a total budget of 100,000€, this campaign illustrates the sector’s commitment to promoting responsible consumption and is part of the sector's contribution to the French National Public Health Plan. The information campaign which also bears the Wine in Moderation logo, will have a number of tools and materials at its disposal. A total of 30,000 documents will be distributed to wine sector associations, trading houses and wine growers, a microsite was developed (vinetsociete.fr/recracheradorer), a hastag was created (#recracheradorer), and an explanatory video on the gesture of spitting was shared on social networks.
"Over the last 10 years, wine tasting has become more popular as a result of the development of wine tourism and discovery courses offered by wine schools in particular. Explaining the art of tasting and the act of spitting is to give those who want to enter the world of wine good keys to do it with knowledge, with pleasure and responsibility "says Joël Forgeau, President of Vin & Societé.
"In terms of prevention, all actors have a role to play. The sector is implementing the commitments it has announced. By encouraging wine lovers and tourists to spit during their tasting in the cellar or at the salons, this campaign promotes responsible consumption. Other initiatives will be launched by the end of 2019" adds Krystel Lepresle, General Manager of Vin & Société.