For over 25 years, the APVSA (Association for the Promotion of Wines and Spirits in America) has been supporting European winemakers in establishing themselves in Canada, the United States, and the Caribbean. In 2026, an ambitious new campaign will be launched with a clear objective: to promote the Saint-Joseph appellation and give it the recognition it deserves in North American markets.
An appellation with a rich history and universal values
The Saint-Joseph appellation spans nearly 60 km and covers a mosaic of terroirs. Its red wines charm with their subtle balance of power and elegance, while its whites shine with their finesse and freshness.
But what distinguishes Saint-Joseph is not limited to its wine. The appellation embodies strong values: humility, depth, authenticity; which resonate particularly well in North America. In Montreal, the largest sanctuary in the world dedicated to Saint Joseph embodies this symbolism: built through the faith and perseverance of Brother André, it attracts millions of visitors every year. This cultural and spiritual proximity is a natural bridge to promote the appellation to North American consumers.
Why now?
While appellations like Châteauneuf-du-Pape or Saint-Émilion enjoy great international visibility, Saint-Joseph has remained more discreet. However, its potential is immense. New generations of North American consumers are looking for wines with character, rooted in an authentic history and full of meaning. Saint-Joseph perfectly meets these expectations:
- Identity wines: a unique expression of the Northern Rhône, where Syrah reveals notes of black fruits, spices, and violet.
- Attractive value for money: compared to more famous appellations, Saint-Joseph offers privileged access to high-quality wines at competitive prices.
- Strong storytelling: the link between the appellation's name, the Montreal sanctuary, and the universal values of Saint Joseph is a rare marketing asset.
An ambitious and multichannel campaign
To give Saint-Joseph the place it deserves, APVSA is deploying a large-scale action plan, combining media visibility, professional meetings, and strategic partnerships.
Immersive video capsules
About ten short videos, in French and English, highlight the estates, winemakers, and unique identity of the appellation. These contents, distributed to over 10,000 professionals (importers, distributors, restaurateurs, sommeliers, journalists), aim to create a direct link between producers and North American decision-makers.
A targeted and engaging newsletter
A special edition of the APVSA newsletter will be sent to over 5,000 qualified professionals. The objective is twofold: to present the Saint-Joseph estates and identify those looking for new partners in specific markets.
A major North American tour!
Vancouver, Honolulu, Los Angeles, Atlanta, Washington DC, Philadelphia, New York, Boston, Charlotte, San Juan (Puerto Rico), Miami, Mexico City, Chicago, Columbus, Calgary, Winnipeg, Toronto, Montreal, and Le Gosier. All these major cities will host a Saint-Joseph booth during the upcoming APVSA tours. Twenty representative cuvées of the appellation will be presented there.
The objectives:
- recruit new importers and distributors,
- convince retailers and wine merchants to include Saint-Joseph in their catalogs,
- encourage restaurateurs to offer these wines to their customers.
Enhanced media presence
Reviews, tastings, specialized articles: everything is being done to ensure that Saint-Joseph receives significant press coverage. The idea is to create a ripple effect where experts' recommendations will influence the purchases of both professionals and consumers.
Gastronomic partnerships and cultural anchoring
Because wine is also enjoyed at the table, concrete partnerships are underway with influential restaurants in New York, Chicago, Los Angeles, San Francisco, and Seattle. These establishments will feature Saint-Joseph in their menus, helping to establish the appellation's reputation in North American gastronomic capitals.
Impactful visual communication
The campaign will be supported by a strong visual identity: t-shirts, jackets, stickers, and other materials in the colors of Saint-Joseph will reinforce the appellation's notoriety among professionals and the general public.
An invitation to build together
This initiative is above all collective. A first meeting with the winemakers will take place on Thursday, March 19, 2026, at 5 p.m. (French time), followed by a large strategic meeting bringing together winemakers, importers, distributors, journalists, and restaurateurs. This will be an opportunity to exchange, share perspectives, and build concrete collaborations for the future. This meeting will take place on March 19, 2026.
👉 Register now: Online form
👉 Discover the first video of the campaign on Instagram
Saint-Joseph: a future North American giant?
With its exceptional terroir, unique history, and the energy deployed by this campaign, Saint-Joseph has all the cards in hand to establish itself in the North American markets. This project is not just a promotional operation: it is an invitation to rediscover an appellation full of character and to give it the international recognition it deserves.
Saint-Joseph is no longer just an appellation to discover: it is a story to share, a terroir to celebrate, and a promise to savor.
