Grevenmacher, the regional metropolis on the Luxembourgish bank of the Moselle, hosts, in its back country, a roman trail and a gigantic stone monument depicting mythological scenes and members of a rich family of wine growers. This makes Grevenmacher a hub for aficionados of crémants and Luxembourg wines as well as a stronghold of the rich past of national history and wine growing.
Even if the federation of wine growers associations goes back to 1911, the Caves Bernard-Massard and the Caves Coopératives de Grevenmacher originated only after the First World War in 1921.
The first «Grape and Wine Festival» was organized between 1918 and 1940 and this tradition takes a fresh start after World War II.
Encouraged by this initiative, paired with the growing need to pro-actively accompany the development of wine growing, a few idealists join their efforts and put together a series of related events starting in the early ‘50s. These efforts to promote the regional products finally led to the creation of the label “Comité des Fêtes de la Ville de Grevenmacher”, Festival committee of the City of Grevenmacher.
Whatever the activities it initiated during its existence, the Festival Committee is most active in promoting Luxembourgish wines and crémants. It is also the driving force in organizing the widely renowned “Grape and Wine Festival” of Grevenmacher in September.
Being a popular festival in the noble sense, the “Grape and Wine Festival” is an impressive venue and a most welcome opportunity for our wine growers to promote their wines and crémants. The products of our region are famous for their quality and appreciated by wine enthusiasts far beyond the borders of our country and even of our continent.
The active participation of the Festival Committee in the continuous promotion of the Moselle region and its products in Luxembourg and abroad is far less known to a greater audience. Nevertheless, the competent authorities are aware that the promotion of the regional products remains a necessity. In this context, the Wine Queen plays an important role as a promotional tool. In fact, she is the ambassador of the region and its products!
Together with her maids-of-honour, the Wine Queen accomplishes benevolently a staggering number of more than 70 official appearances per year, in Luxembourg as well as abroad. In the course of these promotional appearances, the Wine Queen simply is the face of the Luxembourgish Moselle and its wine growers!
The right to elect the Wine Queen belongs to the Festival Committee of the City of Grevenmacher. Furthermore, the Committee has the duty to train and accompany the Wine Queen and her princesses to their outings. The objectives are twofold: to confer a face to the wine growers, and to manage the financial means which it receives from its patrons, sponsors, friends and members and to fulfil the duties related to these funds.
The new visual identity of the Festival Committee of the City of Grevenmacher is a good example. The new logo integrates the three products linked to the know-how of our wine growers. It inspires freshness, youth and dynamism while respecting and insisting on a past filled with tradition.
Just like an ambitious wine grower working to enhance the quality of his wines and crémants in order to face the challenges of an ever more competitive market, we made good use of our 65th anniversary to review and adapt our visual and graphic identity. We use the new identity in all our communication supports to promote our Moselle region, in Luxembourg as well as abroad.
By calling the folkloristic parade on Sunday “Kondschafter um Tour”,(Scout on Tour), the Festival Committee of the City of Grevenmacher wanted to pay tribute in particular to the famous Moselle painter Jean-Pierre Beckius. His watercolour painting “Kondschafter”, was during a great number of years the eye-catcher on all official invitations to the Grevenmacher “Wäimoart” and, until recently, our “guide” in all of our communication forms. From now on, the painting will watch jealously over the first official ceremony led by the Wine Queen, who is elected only two days before the folkloristic parade which, in turn, is marked and embellished by her presence!
As a matter of fact, who else than the Wine Queen, being the official face of the region and its wine growers, could pretend to be a “Kondschafter” in the performance of her duties?