How Le Grape Escape Executed the Perfect Wine Tasting Event
Le Grape Escape was a French wine tasting event held in Melbourne and Sydney by So Frenchy So Chic. This 'Tour De France of wines' was a spectacular event that we are proud to have been a part of through providing and setting up the stands for the 26 wine merchants and food stalls.
Reflecting on the event, it deserves to be celebrated for the success that it was, so I spoke with one of the organisers, Jean-Francois, about creating Le Grape Escape and to learn a little more about his passion for French wines.
How did the idea for Le Grape Escape come about?
It was after Pierre, who was the curator of the event, ran a Beaujolais [wine region] tasting event earlier this year, and I had a discussion with him about creating a similar event for the public and one that was appealing to the wider audience.
As soon as the concept of this wine tasting event was established in the February of this year, it did not take long before we started recruiting the wine merchants, that same month, to bring their expertise and represent each region at the event.
I was very excited about the event as there had never been a dedicated French Wine Festival in Australia before.
The name 'Le Grape Escape' actually came to me when I was watching the movie 'The Great Escape' and I connected the two together.
Were you expecting sell out sessions for the first event?
Yes and no!
Yes because we have built So Frenchy So Chic over the past 15 years and have 5,000 people attend the festival each year, so we had an existing audience we were able to tap in to.
However no because this event was the first of its kind, so you never know how it's going to land with the wider audience.
I will say though that we believe the success was partly due to the Paris Olympics this year, as we made the event announcement right after the Olympics Opening Ceremony and tapped into that connection across our socials.
The theme, creative and execution was perfect for this event. For anyone looking to create an event, how important is creating an identity for it?
It's very important to have a focal point and concept when creating an event. The identity needs to be something that can be easily summarised and understood.
The experience you're selling needs to be encapsulated into the design, text, layout and theme. The events industry is overcrowded, so making sure that there's a clear message, that isn't to be confused is what will gain interest.
You cannot be successful in this industry without creating inspiration and something desirable. And what is more desirable than French wine!
Did you learn anything from the first event that you changed about the execution for Sydney?
When you organise a new event, you can plan as much as you want but you don't know exactly how it will turn out until the people walk into the room. It's important to analyse the flow of people, whether they arrive staggered or at a certain point in the event, and the interactions people have throughout, to better their experience.
From the first event in Melbourne to the second event in Sydney it was only subtle changes that were required to ensure we created a good experience. These would be things such as the room temperature, the music volume, the lighting choice, and slight changes to the layout.
Can you share your top tips for selecting a French wine?
Everyone has different taste, whether it's crisp and light or full body and rich and you just have to try and match your taste to a French region. It's like Tinder dates, you have to try them all before you find the one!
I personally prefer wines from the region Burgundy, such as from the area Chablis or Châteauneuf-du-Pape in the wine region of the Rhône.
Ultimately, the number of French wines can be a little overwhelming, so it is better to first understand where your tastes land.
Wine and food belong together. What's your favourite pairing?
Quite an easy question for me... this has to be red wine and cheese. Specifically, a Chat-du-Pape with a Brie cheese or Cervelle de canut.
Which French wine region is underrated that you think should be more known?
Most of the wines from the region of Savoie are underrated and unknown. The primary grape varieties from this region are Jacquere, Altesse, Mondeuse, Gamay.
But every region comes with their own underrated wines. Rhône is known for its reds meaning the white wines are often forgotten. Or take the Morgon and Fleurie areas of Beaujolais that produce top quality wines for a fraction of the price compared with the neighbouring Burgundy.
Thank you Jean-Francois for taking the time to answer these questions and we hope to join you for more wine tasting events in 2025!
The Venues
Melbourne - St Kilda Town Hall
Sydney - Paddington Town Hall
The Market Stall Co Hire
Our Market Stall Co team assembled and positioned 26 Market Stands in the Town Hall's of St Kilda and Paddington. They worked perfectly for this tasting event by providing a flow to the layout and giving each merchant their own individual space. The sign holders, that are an option with the Market Stand, meant each French wine region was easily distinguishable.
We also hired out our 200cm wide White Events Bars for the Lanson Champagne Bar, who are a partner of So Frenchy So Chic.
Lastly was the side tables and stools that provided the venue with seating for the event.
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Birch Plywood Stool (Rent) Rent from $11.00
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Market Stand (Rent) Rent from $315.00
