From May 24th through December, Seijo Ishii will be running a French wine promotion called "Taste France with a French Wine! with Seijo Ishii" at all of its stores and its directly managed wine bar, Le Bar a vin 52.
This project is based on a campaign introduced to French culture and 12 wine-producing regions that France AgriMer, an organization affiliated with the French Ministry of Agriculture and Fisheries, has been running since 2012, and was realized with the cooperation of Seijo Ishii, which offers a wide selection of wines from France and other countries around the world, including France, as a core product.
During the planning stage, the campaign office conducted a survey of 1,000 Japanese men and women aged 20 to 60. When asked about their "favorite wine-producing region," 20% of respondents answered France, taking the top spot by a wide margin. While 42% of people say they drink wine at home, and a further 47% say they drink wine at least once a week, many also expressed concerns about everyday wine selection, citing issues such as "I can't choose a wine that matches the occasion, purpose, or food," and "It's expensive, so I always end up choosing the same one." In response to this, the promotion aims to encourage Japanese consumers to casually enjoy wine at the dinner table.
The campaign focuses on four seasonal themes: "Refreshing Early Summer Wines" in May and June, "Sunny Wines" in July and August, "Autumn Appetite Wines" in September and October, and "Gorgeous Sparkling Wines" in November and December. French wines from three or four regions are selected for each theme. Through tastings and talks by cultural figures, the campaign will explore the different flavors that vary depending on the soil and climate of the producing region, how to choose wine for different occasions and purposes, and how to pair wines with food. At the press conference held on the 14th, David Laurent of the Business Promotion Department of the French Embassy in Japan and Akihiko Hara, President and CEO of Seijo Ishii Co., Ltd., both gave speeches. President Hara said, "Seijo Ishii is very committed to wine, so we were honored to be asked to participate in this promotion. We quickly formed a team and traveled to France to conduct extensive research. We have a solid management system in place so that you can enjoy the local flavors in Japan, and we hope that this opportunity will help people in Japan learn more about wine."
