Wine fair: where does it come from?

What Should You Know About the Wine Fair?

Here’s the story of one of France's most famous commercial events.

Breton Origins

Today, the Wine Fair is a significant event for online retailers, but it cannot be credited to hypermarkets alone. Its origins date back to 1973 in the Breton town of Landerneau, the birthplace of the first E.Leclerc hypermarket. The fair was created by François-Paul Bordais, the president of the Scarmor purchasing group and a wine enthusiast. At that time, wine was scarcely sold in hypermarkets, with mostly table wine available. Determined to change this image and make quality bottles accessible to everyone, François-Paul Bordais began reaching out to major wine merchants to offer their best wines at affordable prices. Most were hesitant to participate, except for two: Moueix and Ginestet. This marked the beginning of the first Wine Fairs. The very first Wine Fair was held from November 4th to 6th in the town of Saint-Pol-de-Léon (Finistère).

The Wine Fair Over 40 Years Later

Where do we stand today? The Wine Fair has become a commercial phenomenon, generating over 400 million euros in annual sales and attracting nearly 70% of the French population (source: AFP). The online Wine Fair is also thriving. A survey conducted by the Toluna polling institute with 2,000 participants revealed that 25% of French adults actively seek out wine deals online during the Wine Fair.

FAQ - Wine fair

Who created the wine fair?

The wine fair was launched in 1973 by François-Paul Bordais, president of the Scarmor purchasing group linked to the first E.Leclerc hypermarket. A wine lover, he wanted to make quality bottles accessible to everyone.

Where was the first wine fair held?

The very first wine fair took place from November 4th to 6th, 1973, in Saint-Pol-de-Léon, in Finistère. The event was born in Brittany, the region that saw the first E.Leclerc hypermarkets in Landerneau.

When does the wine fair take place?

Today, the wine fair is traditionally held in early autumn, most often in September. Some retailers also offer a second session in spring, over a limited period of a few days to a few weeks.

What is the principle of the wine fair?

It is a commercial event during which a selection of bottles is offered at a reduced price over a short period. It is an ideal moment to restock and discover new wines at attractive prices.

Why buy your wine directly from the winemaker during the wine fair?

Buying directly from the winemaker guarantees the estate price, the one set by the domain, with no middleman margin. You enjoy often confidential bottles, shipped from the estate itself, with better traceability and optimal freshness.