The Saguenay Wine Festival (Festival des Vins du Saguenay) is North America’s largest outdoor wine festival that you have (probably) never heard about, but here’s why you should
The 16th edition of the Saguenay Wine Festival (Festival des Vins du Saguenay) was a successful one with a record breaking 47,000 attendees, an impressive number of winemakers and growers present in more than half of the kiosks and mother nature shining brightly over the three days that it was held in the heart of downtown Chicoutimi, Quebec. Typically held each year during the second week in July, the festival is presented by the SAQ in collaboration with Fromages D’Ici and California Wines (the region hosting the 2023 edition) and the outdoor festivities included tastings, workshops, conferences, and more than 500 products from 50 exhibitors and winegrowers for festival goers to try. It was, to say the least, an exceptional vintage.
North America’s largest outdoor wine festival
What makes this festival so noteworthy? In a region known more for its stunning fjord, pristine lakes, whales and blueberries than for its (half-dozen) wineries, it’s the largest outdoor wine event in North America with steadily increasing attendance (up nearly 20% from the 2022 edition) and a waiting list for exhibitors (many of whom have been represented at the festival since its beginning).
Festival des Vins du Saguenay is North America’s largest outdoor wine festival. (Photo Credit: Charles le Photographe)
While it can be argued that there is a strong regional attendance, over a third of participants come from outside the region and province (with attendees from Ontario, British Columbia, Alberta and Saskatchewan) and even from outside of Canada (with France being the most represented country for non-Canadian festival goers) making it a festival to watch (and attend) over the next years.
International Wine Producer Presence
It has become, since its first edition in 2007, not only a reference and a unique opportunity for visitors to the region (representing a key tourist asset with significant economic benefits) but also for wine producers with approximately 30 international winemakers and producers attending the festival each year from all over the world. A presence that does not go unnoticed during a period of the year when wine producers would normally be in their vineyards tending to their vines and grapes instead of traveling.
Brigitte Jeanjean, sixth generation ambassador and director of Vignobles Jeanjean, winegrowers in the Languedoc region since 1872, alluded to the particular ambiance of the festival when asked why she chooses to cross the ocean to come here and experience the Saguenay festival, saying “it’s for the pleasure of meeting the people that buy and drink our wines, of talking with them directly, of seeing their joy and answering their questions. It’s about the people and the dialogue that we create and sharing that passion.”
Photo courtesy of the Festival des Vins du Saguenay.
The festival also offers “VIP Tours” visiting several winemakers and producers and offering an even more personalized experience to its customers by facilitating more intimate discussions and spotlighting a direct exchange of knowledge and dialogue. These small group (12 participants maximum) tours are led by a private guide and include appetizers and small bites before the tour, an introduction to the event, a tasting glass and a guided tour of the festival including a VIP visit to at least four kiosks with wine producers present to taste with the winemaker.
Festive, accessible, approachable, inclusive and responsible
While the festival is serious in its approach and organization, it strives to remain approachable and inclusive with many wines in an accessible below $30 price-point and/or readily available in the provincial distribution networks. Families (and dogs!) are welcome on the site, shuttles run regularly between several locations and hotels within the city and, in the words of Philippe Lapeyrie (sommelier, teacher, radio and television commentator, presenter and event spokesperson since the festival’s creation in 2007)¸ it’s a festival “…under the theme of sharing, exchange, learning, discovery, and novelty.” and aims to democratize wine and make it accessible to all wine lovers with all levels of wine knowledge.
(Photo taken by: Charles le Photographe)
The festival is also proud to be a BNQ (Quebec Council for Eco-responsible Events) certified “responsible event” by, amongst other criteria, adhering to sustainable development principles and creating an event with a limited environmental footprint and increased social benefits for the community.
More than Wine
Another pull to a festival that is geographically ‘off the beaten wine path’ for festival goers and wine producers and representatives alike, is the region and its many activities.
Saguenay-Lac-St-Jean prides itself on its nature, environment and outdoor activities. Renowned for its rivers, lakes, (Lac Saint-Jean is as large as an inland sea) and its majestic fjord, the region abounds in striking panoramas, outdoor activities, local attractions and festivities. From salmon fishing, camping, cruises, whale and seabird watching, kayaking, rafting, hiking and biking to visiting one of the local restaurants or agrotourism producers or attending one of the concurrent festivals in the region, many attendees and wine producers extend their stay to indulge in what the region has to offer.
Closing notes: A meeting place for wine lovers
The Saguenay Wine Festival prides itself on being fun and festive and aims to create dialogue and to be a meeting place for people that love wine with a focus on the stories and people behind the wines.
The warm and relaxed vibe is one that Camille Bellefeuille, the Festival’s head of marketing and communications, aptly describes as ‘a wine gathering and meeting place for wine lovers’ (though serious wine connoisseurs and professionals alike will also find their happiness here with many premium, private import wines to be discovered and wine producers happy to dive deeper into their products): it’s clearly a place to meet, over a glass (or three) of wine with friends and family and chat with the people that make, grow, produce and represent what’s in your glass!
The 2024 event is already scheduled to be held July 11th – 13th.
A wine writer, content creator and magazine & publication contributor, Alana is certified in Wine (WSET Levels 2 & 3), Champagne (Comité interprofessionnel du vin de Champagne) and a Le Cordon Bleu trained food & wine writer. She has written for various publications (including Forbes and Natalie MacLean), wineries and agents. She has lived, written, worked, and sipped her way across five continents and is happiest with a glass of wine in hand at one of her favourite wine bars or at home (currently Montreal, Qc.). You can find her on Instagram @alanaloveswine.
