For the third year, the wines of Beaujolais joined the "immeubles en fête" operation

For the third year, the wines of Beaujolais joined the "immeubles en fête" operation, which took place in early June throughout Belgium. "Immeubles en fête" is first of all a concept: to prompt encounters and conviviality in often dehumanised urban centres. Beaujolais is one of the event's main partners, offering 3,000 bottles, specially "counter-labelled" and distributed in vehicles branded in the colours of the vineyard. Beaujolais also secured good visibility on all the promotional material: 10,000 posters throughout Belgium, 600,000 postcards placed in all the trendy spots. "It is very consistent, we target a young population and we show that there is something other than the primeur", explains Michel Deflache. Partnership with Carrefour To make the most of the event, Beaujolais had also concluded a partnership with Carrefour stores. Weekends were organised in ten of the chain's stores. One hundred and ten bottles were sold per outlet in two days […] [Photo caption] Beaujolais benefited from the spin-offs of the extensive press coverage of the "Immeubles en fête" operation.