Fair gets a new look
The Loire Valley Wine Trade Fair is having a makeover for 2012, courtesy of a new visual identity that takes a contemporary, graphic and symbolic approach. A bunch of grapes offers an elegant, original evocation of wine-and-vine culture. It interacts with the wave representing the River Loire, and thus reflects the unique personality of its wines. This change of image was assigned to Ad Hoc Communication, an agency based in Rennes, Brittany. Every year the fair, dedicated solely to one region of production, invites the trade to re/discover the red, rosé and white wines – dry and sweet, still and sparkling – that reflect France’s third-ranking wine region, as represented by the fair’s 570 exhibitors. Today, backed by trade body InterLoire (IVVL), the Loire Valley Wine Trade Fair is one of the leading wine events in Europe. In 2011 the fair hosted 9,500 visitors, of whom 13% came from beyond France.