Primeurs Week: A key event in the wine calendar

Every spring, Primeurs Week draws wine professionals to Bordeaux to preview the future great vintages. Managing this event, which combines tastings and prestigious soirées, poses a significant logistical challenge, requiring meticulous organization. The support of specialized actors like Atawa, experts in event infrastructure, proves essential to meet the high demands of the wineries. Discover how this event shapes the future of fine wines and how the châteaux manage to make it a success.

Primeurs Week: A crucial moment in the wine Calendar

Each year, the Bordeaux region becomes the center of attention for wine professionals from around the world during Primeurs Week. This major event in the wine calendar offers buyers, journalists, and critics a unique opportunity to preview samples of a new vintage. This tasting period, usually concentrated in early spring, is of paramount importance for the châteaux, which must present their wines in the best possible light. The first impressions left by these tastings can greatly influence future sales and the reputation of the estates. Thus, Primeurs Week is not only a time for discovery but also a strategic challenge where every detail matters.

During this event, Bordeaux châteaux compete in ingenuity to impress the most discerning palates. The wines, still maturing, are tasted en primeur, allowing experts to predict their development and aging potential. The stakes are high : a favorable score or review can propel a wine among the must-have references, while a negative critique can tarnish a winery’s reputation. Therefore, the châteaux must go all out to ensure their wines shine from this initial presentation.

Primeurs Week 2024: Dates and must-see events

The first day kicked off with an exceptional tasting in Bordeaux, giving participants an overall preview of the 2023 vintage. The following days were dedicated to more targeted tastings by appellation at six prestigious châteaux:

• Château Le Gay
• Château Soutard
• Château La Lagune
• Château Carbonnieux
• Château Branaire-Ducru
• Château Lynch-Moussas

This organization allowed wine professionals to appreciate the diversity and richness of the 2023 vintage under optimal conditions. Meanwhile, various satellite events, such as gala dinners, private tours, and meetings with industry professionals, enriched participants' experiences, cementing Primeurs Week as a highlight in the wine calendar. It provided an immersive and comprehensive experience in the world of fine wines.

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Organizing events during Primeurs Week 2024: A logistical challenge

Welcoming a massive influx of professionals requires meticulous organization and the ability to anticipate every detail. Each château must be ready to host guests under optimal conditions, despite the intense pressure of such an event. Wineries must juggle scheduling constraints, visitor flow management, and the need to create a conducive tasting environment, all while maintaining the estate's brand image.

To meet these demands, many have turned to temporary and modular infrastructures. Renting tents, reception furniture, and sophisticated lighting has transformed the estates’ exteriors into exceptional tasting venues. These installations, though temporary, offered crucial flexibility and customization, adapting to each configuration and respecting the unique character of the estates.

Atawa: A key player in the success of Primeurs Week 2024

For organizing this event, the Bordeaux châteaux relied on the unwavering support of Atawa. Specializing in event infrastructure rental, Atawa’s team addressed the specific challenges of Primeurs Week by offering tailored solutions perfectly suited to the needs of the wineries.

For instance, Château Carbonnieux engaged Atawa to set up a clear roof marquee, a wise choice that created a bright and refined space, in perfect harmony with the estate's historical architecture. Louise Jeune, the estate’s Wine Tourism & Events Manager, reflects on this successful collaboration: 

“During the organization of Primeurs Week, we contacted Atawa for lighting to illuminate our tasting areas. We then realized that we needed to create an outdoor space for our guests during lunch. Apolline, in charge of our project, was responsive, attentive, and available to guide us in our choice of tents. The spaces created by Atawa reflected our property’s image while highlighting our historic building.”

Another notable example is Château Lascombes, which opted for a crystal orangery, an elegant and transparent structure that allowed participants to enjoy breathtaking views of the vineyards while being protected from the weather. This installation not only enhanced the tasting experience but also reinforced the château’s prestigious image among its guests.

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For châteaux looking to maximize the impact of their future editions of Primeurs Week, engaging Atawa is a strategic and reliable choice. Their ability to transform spaces while respecting the wineries' heritage, their expertise, and their custom solutions make them a trusted partner for those looking to make a lasting impression during these crucial moments.