Abstract
Spiritourism is a relatively recent trend in France that refers to tourist-based activities designed to promote regions where spirits are produced. In order to invite spiritourists to experience different companies and their various spirits, the French Liqueurs Trade Union initiated a collective brand identity campaign, the Printemps des Liqueurs (the Spring of Liqueurs project) in 2005, which has since become one of spiritourism's key events. The aim of this article, based on qualitative research and the study of written documents and websites, is to present and analyze the particularities of this campaign during which tourists learn about different regions and firms across France, taste the products, and participate in multisensory and memorable experiences. This kind of marketing creates a relationship between professionals and amateurs, and both the brand image of the Printemps des Liqueurs and the development of spiritourism is enhanced when visitors identify with the firms and the industrial patrimony of the region.
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