Loire Valley Launches Major U.S. Push With Gregory + Vine to Boost Wine Awareness

Vins de Loire, the organization representing winemakers, merchants, and cooperatives across 34 appellations in France’s Loire Valley, has named Gregory + Vine as its public relations and trade education agency of record for the United States. The appointment marks the start of a national marketing initiative aimed at supporting both media and industry professionals in the U.S. wine sector.

Gregory + Vine, a New York City-based communications agency with experience in wine, spirits, travel, and food branding, will lead the campaign. The agency plans to launch an education and messaging platform that highlights the unique identity of Loire wines. The campaign will focus on the influence of the Loire River, which shapes the region’s vineyards and contributes to the diversity and character of its wines.

Helen Gregory, Founder and President of Gregory + Vine, said the agency is excited to represent Vins de Loire in the U.S. She emphasized that the campaign will showcase both the origins and diversity of Loire wines while serving as a resource for those interested in learning about the region’s sustainable practices.

The Loire Valley is France’s third-largest wine-growing region for wines with a protected designation of origin. Vins de Loire brings together 3,000 operators—winegrowers, merchants, and cooperatives—who account for 80% of the region’s wine production. The organization covers 42,000 hectares across 14 departments from Vendée to Puy-de-Dôme. Its mission includes representing and promoting Loire wines, coordinating responses to industry challenges, and supporting sustainable development.

The new U.S. campaign will aim to increase awareness of Loire wines among American consumers and professionals. It will also provide educational resources about the region’s appellations, grape varieties, and winemaking traditions. Gregory + Vine’s work will include media outreach, trade events, and digital content designed to connect American audiences with the culture and products of the Loire Valley.

Gregory + Vine has previously worked with international clients such as J. Rieger & Co., DO Rías Baixas, DAOU Vineyards, Vins du Languedoc, Foods and Wines from Spain, Giesen Wines, and Grandes Pagos de España. The agency specializes in integrated marketing strategies that support long-term business goals for brands in wine and related industries.

The partnership between Vins de Loire and Gregory + Vine reflects a growing interest in French regional wines among U.S. consumers. According to industry data, imports of French wines to the United States have increased steadily over recent years. The Loire Valley is known for producing a wide range of wine styles—including white, red, rosé, sparkling, and sweet wines—from grape varieties such as Sauvignon Blanc, Chenin Blanc, Cabernet Franc, and Melon de Bourgogne.

By focusing on education and storytelling around these wines’ origins and sustainable production methods, Vins de Loire aims to strengthen its position in the competitive U.S. market. The campaign is expected to roll out throughout this year with activities targeting both trade professionals and consumers interested in exploring new wine regions.