“Apéros Vintage” or “Vintage Aperitifs” is a simple concept that’s all the rage in Paris
Organised by the Public Système, the “Apéros Vintage de Bordeaux” or ‘Bordeaux Vintage Aperitifs’ doesn’t, as the name suggests, take place in Bordeaux, but in Paris bars. On Tuesday nights, different vintage organisations bring together wines from Bordeaux to create traditional aperitifs…bringing together more than 9000 people in 2011!
In partnership with Conseil interprofessionnel des vins de Bordeaux (Bordeaux Professional Wine Council), the Public Système has decided to allow Parisians the chance to experience a retro-style event: in lavishly-furnished bars decorated with old photographs and record players, young thirty-somethings can try wines from Bordeaux for 3 to 5€ (£2.45 to £4.10) a glass in the presence of a wine-maker with years of wine expertise.
These vintage aperitifs are after-work events, usually beginning around 7pm, and are held in Paris’s most fashionable bars. Around ten events are organised every year. Each event has its own special guest and theme: from gastronomy and music to photography and more. All upcoming events are published on the group’s Facebook page. The aim for the wine producers who come here is to convince the target market of the quality of the wine, which is the trendy thirty-something crowd. This is the group who starts trends and can turn away from the finest Aquitaine wines just to try more exotic ones with no warning.
The objective is two-fold: allow wine producers to come and talk directly to young consumers about the diversity and quality of Bordeaux wines and offer a relaxing and enjoyable evening to attendees, rather than a wine conference. This direct communication is a great way to give these wines, with their world-renowned reputation, a new trendy image in today’s society.