Contrary to what you might think, the best time to buy school supplies is not back-to-school. Every year, supermarkets fill up with notebooks, pens and binders, but also, and above all, with bottles. For almost 50 years, September and October have been synonymous with the Foire aux Vins, a not-to-be-missed event for wine lovers, the curious and bargain hunters alike.
This high point, first imagined in 1976 by an E.Leclerc store in Brittany, has profoundly transformed wine consumption and distribution in France. Today, all brands, from local supermarkets to out-of-town hypermarkets, take part in this major commercial event.
But why is the back-to-school season considered the best time to fill up your cellar? What are the stakes for distributors and consumers? And how has this event managed to remain attractive despite an overall declining market?
A shrinking wine market, but the Foire aux Vins is still a must-see event
Wine consumption in France has come a long way. In the 1960s, each French person drank an average of 127 liters of wine a year. Today, the average is just 40 liters per capita(Vin & Société). Volumes are falling, but value is holding steady as consumers focus on quality. The Foire aux Vins is fully in line with this dynamic: every year, it accounts for almost a billion euros in sales, or around 20% of annual sales in the wine sector. In other words, even in an overall shrinking market, this event remains strategic and mobilizes the entire distribution sector.
The Foire aux Vins: a major sales and marketing lever
The Autumn Wine Fair is first and foremost a key moment for generating in-store traffic. Retailers multiply their promotions, organize tastings and sometimes invite their loyal customers to reserved previews. Some wineries in particular stand out, such as the Leclerc in Fouesnant Pleuven, theAuchan in Roncq and the Leclerc So Ouest in Levallois-Perret, which are regularly cited among the most beautiful wineries in France. These initiatives help to create a climate of expertise and conviviality that attracts connoisseurs and occasional buyers alike.
The impact on the average basket is also significant. During the Foire Aux Vins, consumers rarely buy a single bottle: they prefer to buy boxes, filling their cellars for several months, which mechanically increases the value of their sales receipts. Beyond the commercial dimension, the Foire aux Vins also plays on image. Offering an original selection, highlighting rare vintages or offering real favorites, reinforces the credibility of the store and enables it to stand out from its competitors.
At the same time, retailers are adapting their strategies to meet new expectations. They are emphasizing premiumization, with top-of-the-range vintages, prestigious appellations, and organic or natural wines. They are also developing their own brands, such as Carrefour Sélection, Pierre Chanau at Leclerc and Club des Sommeliers at Casino. These private labels, sometimes unknown to the general public, ensure good value for money while protecting margins. Intermarché has even launched a fair trade range, illustrating the ability of retailers to innovate in their selections. Last but not least, the strong media coverage of the event in the national and regional press further enhances its appeal. Every year, newspapers and magazines publish their recommendations, transforming the Foire Aux Vins into a veritable treasure hunt, where the search for the "nugget" encourages customers to discover new points of sale.
Dramatization and digitalization: the future of the Foire aux Vins
One of the most striking aspects of the Foire aux Vins is the visual transformation of the stores. For several weeks, sales outlets are transformed into ephemeral cellars. The central aisles are adorned with wooden crates, barrels and themed corners, immersing customers in a dedicated universe. This theatrical approach is not only aesthetically pleasing, it also contributes to the shopping experience and reinforces the event dimension.
Today, the preparation of these stagings relies increasingly on 3D and digital tools. Platforms such as Retail VR make it possible to design and test different layouts before deployment. It becomes possible to compare the legibility of assortments, assess visual impact or simulate the customer journey through promotional corners. This use of immersive simulation optimizes the sales space and improves the return on investment of theatrical operations.
Despite a certain slowdown in sales, the Foire aux Vins retains all its importance. It generates in-store traffic comparable to that of the festive season, helps to increase the average shopping basket, promotes private labels and is a powerful marketing tool, thanks to national communications and the data collected via loyalty cards. After nearly fifty years, it remains a popular event for the public and a strategic moment for retailers.
After all, back-to-school isn't just about schoolbags and notebooks. It's also, and above all, the best time to fill your wine cellar, discover new bottles and enjoy an event that combines tradition, commerce and pleasure.
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