Historic influences of both France and Germany have shaped the region of Alsace and its wines.  Foulques Aulagnon, Export Marketing Manager of Conseil Interprofessionnel des Vins d’Alsace (aka - “CIVA” or “Wines of Alsace”) tells XChateau about how CIVA promotes this small corner of northeast France globally.  CIVA takes Alsace global to spread the word about some of the world’s most underappreciated wines, from Wine Trucks to an emphasis on food and wine pairing.  This episode is sponsored by Sonoma State University’s Wine Executive MBA program.  A 17-month, transformative program that builds leadership skills and business acumen focused on the specific needs of the wine world.  Learn more about SSU’s Wine MBA programs here.  If this is something you’re considering, the next session’s enrollment deadline is Feb 28, 2021, for courses starting in April!!  Detailed Show NotesAlsace background - “a pearl” of a winegrowing region38,500 acres2 million-year-old soils2nd driest wine region in France90% white wine, 10% red wine (all from Pinot Noir)25% of production is Cremant d’Alsace (sparkling wine)German influence (varietal on the label)Mosaic of soils and grape varietals (e.g., Sylvaner, Pinot Gris, Gewurztraminer, Riesling, Pinot Noir)> 300-year-old family estatesCIVA responsible for everything but the rules of production, with 3 major roles: Business monitoring and strategic planningTechnical viticultural supportMarketing communicationMission & purpose - increase positive awareness of Alsace globally and boost wine salesMain areas of focus (marketing side)Public relations - programming with media and tradePromotions and communications - in-store, social media, POS, educational materialsCommercial development - support wineries looking for importers, distributionHow does CIVA measure success? Sales increase in value and volumePR / press impact - readers reached and exposureCIVA members - every independent winegrower, co-operatives, and negociants - anyone in the AOC is automatically part of CIVAIt’s a private organization but recognized by the French stateFunding is through mandatory contributions by winegrowers with small support from the EUMarket focus and support examples: Investing in over 15 countriesHistorically active in EU, especially Northern EuropeNow more in the US, Canada, and JapanExamples of supportSwitzerland grocery store chain - provided media support to boost salesWines of Quebec - offered content and help to bloggers to produce content on Alsace winesProvide info on food and wine pairings and consumer eventsProvides information for visiting the vineyards of AlsaceAlsace Rocks - a 360-degree program of press, trade, and consumer events, started in New York City in 2018, went global afterwardWine Truck Tour in Canada (Ontario and Quebec) - a food truck styled wine tasting with a terrace, tables, and chairs; competition to win Alsace wines, taste at your own leisure, and opportunities to share on socialWWII Impact on AlsaceBecame French again post WWIIHistory of being both German and French gives the region strengthBut, only being consistent since WWII has resulted in Alsace being a bit behind in building its reputation as a wine regionThe leader in organic and biodynamic winesIn 2020, 32% of the wine was certified organic1st producer of biodynamic wines (in the 1960s) Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.