Le 10 Comédie: the pop-up wine shop is taking off and getting a new look for its façade

Nouvel habillage de la devanture pour Le 10 Comédie. Midi Libre – Florence Guilhem

Inauguré le 24 juillet dernier, Le 10 Comédie, boutique éphémère de vente et dégustation de vins à Montpellier, va faire l’objet d’un nouvel habillage de sa vitrine, le 7 août. L’occasion de faire aussi un point après une bonne semaine de son lancement.

Officially launched on July 24 by the metropolis, in collaboration with the Montpellier Tourist Office, the pop-up wine sales and tasting boutique has started to find its cruising speed since its launch on July 25. Open from 10am to 7pm, Monday to Saturday, and managed by a team of four wine specialists, this boutique offers all those who are curious and who love the Dionysian beverage the chance to discover the winegrowers of the metropolis and their wines, with an attractive price range from €5.30 to €30.

Until September 30, 31 winegrowers will take turns to host tastings of the vintages from their estates that they have selected. The shop offers three vintages per estate for sale. "The winemaker can, if he wishes, bring other vintages to taste than those sold in the shop. Certainly, this space has a commercial dimension, but it also and above all serves to discover and highlight these enthusiasts who make wine and encourage visitors to go and meet them in their domains,& quot; takes over from Caroline Berland, deputy director of the Montpellier Tourist Office.

Attendance of locations and sales

During the first week of activity, 1,300 people were welcomed in this store, with a peak of 250 people on Saturday, the third day of its launch. Montpellier residents, French, European, Asian and American tourists are the profiles of the visitors, with a marked tendency towards locals. On the tasting side, the average is 20 to 30 people, but the persistence of the high temperatures, with a thermometer happily flirting with 35 to 37°, is somewhat slowing down those who might be tempted by a glass of wine.

On the sales side, “what sells the most is white and then rosé“, says Caroline Berland. Here again, more than current consumer trends, high temperatures are driving sales. Finally, the latter are concentrated, in terms of price, on bottles sold between 8 and 10 euros. “We must now optimize this space both in terms of attendance and sales“, comments the deputy director of the Tourist Office. To optimize, it will also be necessary to make the place more visible, which currently suffers from its discretion and its false air of an annex of the Tourist Office.

A revised and corrected window

The pale coffee color chosen for the front is not the most shimmering, nor is the kakemono representing vines on a small section of glass. Failing to be able to attract the eye with the installation of wine barrels in front of the shop, since we are on public property, all that remained was to revise the initial choices to indicate that in this place the divine bottle is queen.

New colors (orange and green in particular) will complete the rendering of the facade. In addition, a visual representing vines as far as the eye can see will occupy more window space. Finally, clearer messages indicating the purpose of this space, “discovery, sale and tasting”, will be more prominently displayed on the front, as well as the opening hours and a welcome in different languages ​​to encourage the shy to come through the door. The cladding of the facade, undertaken early this Wednesday morning, was ready by lunchtime.