FRANCE. Paris Aéroport and Lagardère Travel Retail joint venture Société de Distribution Aéroportuaire, along with wine company AdVini, will open the first pop-up shop for French wine at Paris Charles de Gaulle Airport Terminal 2E on 31 August. The ‘Expérience des Terroirs’ pop-up wine cellar will run for one month.

The partners said the project’s mission is “to reinvent the wine experience in the heart of Parisian shopping”.

During the period, eight wine merchants representing Bourgogne, Rhône, Provence, Languedoc, Roussillon, Cahors and Bordeaux will offer travellers the opportunity to discover the key French wine regions.

Pride of France: The ‘Expérience des Terroirs’ pop-up is a first such installation for French wines at Paris CDG, say the partners

The 30sq m unit dedicated to wine will educate travellers in the main aromas, show the major terroirs, offer virtual tours of the estates and tastings.

The space will be run by representatives from the estates and will feature special guests for themed tastings. These will include Andréas Larsson (named Best Sommelier in the World in 2007), Fabrice Sommier (Meilleur Ouvrier de France, Head Sommelier and Catering Manager for Georges Blanc) and Iain Munson (Master of Wine). Travellers will have a rare opportunity to meet these professionals in the field in a “friendly and interactive setting,” said the partners.

A wide selection of wines from leading appellations will be available for tasting and purchase, including organic and biodynamic wines.