Blog: Andy MortonTFWA Day One - Let them drink wine!

Andy Morton | 22 October 2013

The Royal4box

The Royal4box

Yesterday was the first day of the 2013 Tax Free World Association World Exhibition and just-drinks is back on the Riviera to deliver a first-hand account of what is happening in the alcohol industry's most lavish get-together.

We didn't have long to wait for the likely winner of most opulent display. Step forward Bordeaux negotiant Cordier Mestrezat Grands Cru who has turned up this year with a gift box made from the wood of Marie Antoinette's favourite tree. The 322-year-old oak, which grew in the Palace of Versailles, died in 2003 and a few years later was shorn of its branches. Those very limbs under which Antoinette supposedly whiled away afternoons before she too succumbed to the blade have now been turned into three wine boxes that house four of Cordier Mestrezat's most high-end wines, including a Château Pape-Clément. Despite the EUR100,000 price tag, one of the three has already been sold, although future buyers should be aware that, due to the limited nature of the raw materials, only 15 will ever be made.

Cordier Mestrezat's export director Ronan Tremelot told just-drinks that the Royal4box is one way the company lets clients at TFWA know that it is not just another Bordeaux wine merchant. “It shows that we can create and invent new things. It shows that anything is possible.”

The parties in Cannes are as flash as the displays - the show brings more money in to the city than its higher-profile film festival. Last night was Pernod Ricard's turn, and the French group did not disappoint, with dinner in the Carlton hotel on the Croisette, hosted by future CEO Alex Ricard. But, as with Cordier Mestrezat, behind the pizazz lies the usual hard-headed business. The drinks firms are in Cannes to sell, and as the clock neared midnight, Ricard was off, not to bed but to a business meeting with clients.

Tiring enough, but then there's still four days left of this.

Sectors: Spirits, Wine

BLOG

Carlsberg - Right. Stop that: It's silly

It would appear that the folk at the UK arm of Carlsberg have this year found the 'gimmicky' drawer in the marketing office....

BLOG

No, I don't wish to see what you're about to drink, thanks

It's a popular grizzle and one I'll admit to having on at least one or two occasions… a day. Why do people post photos of their food and/or drink on to my social media feed?...

NEWS

InVivo Wine follows Vinadeis tie-up with stake purchase

InVivo Wine has taken a 21% stake in wine co-operative Vinadeis....

BLOG

Fridges see cool returns for Treasury Wine Estates

After a 2014 it'll want to forget, Treasury Wine Estates has some good news....

BLOG

Making gin in the shed

The garden shed is usually home to some spiders, a lawnmower and a few half-empty paint tins. ...

just-drinks homepage



Forgot your password?