Wijnstraat: wine route across borders

The wine street is bustling with activity 

More than a year after the launch of the wine route, the cross-border wine project connecting the Netherlands and Flanders, we are now halfway through the project period. With ten partners and a solid foundation of wine routes, wine hubs, and wine stops currently under development, the project is slowly growing into an experience that Map put the entire region on the Map . The municipality of Kerkrade actively supports this project and contributes to the design of the wine information point at Rolduc Abbey.

Photo showing the vineyards of Rolduc Abbey in the foreground and the rear of Rolduc Abbey in the background

Defining our wine identity  

Who are we as a wine region? What makes our wine so unique, so recognizable? To answer these questions, we delved deep into the past, present, and future of the wine region.  
During brainstorming sessions with local winegrowers, tourism (wine) stakeholders, cities and municipalities, and hospitality entrepreneurs, we considered what makes this wine region so unique, how it fits into the current landscape, and how we can shape the future of wine in the region together. Meanwhile, a group of historians delved into the rich history of viticulture in the wine region, with the aim of highlighting the past of wine in the three provinces. Combined with a benchmark, competitive analysis, and target group research, this led to a clear conclusion: we are one in diversity. A mosaic of stories, terroirs, flavors, etc., which together form the identity of this wine region. The results of the wine identity research can be consulted on the project website.  

The wine hubs are building an experience 

Seven wine hubs are currently undergoing extensive construction work to create spaces where visitors will soon be able to see, smell, feel, taste, and experience wine. Each location is progressing at its own pace, depending on the scope of the renovations and the phase of the project. Curious about the progress at each wine hub? You can find regular updates on the progress of the work on their respective websites: 

We have now gathered enough inspiration for the wine experience wall: a sensory experience that takes visitors on a journey through the story of our shared wine region using all five senses. At the same time, the wall also shows the unique local differences between the wine hubs in an accessible and playful way. Together with an interior designer, we will be exploring how this experience can best be integrated into the various locations in the coming period. Soon you will be able to admire the wine experience walls in every wine hub!

Cycling through the wine region 

The cross-border cycle route along the existing cycle junctions is slowly taking shape. Step by step, a route of more than 400 kilometers is being created, running from Leuven to just beyond Sittard, right through the wine regions. The route not only connects the different landscapes and vineyards, but also the experience along the way. In addition, an initial exploration has already been made into additional cycling loops from the wine hubs, so that visitors can easily deviate from the main route to discover local wine estates, villages, and places of interest.

Towards a strong positioning 

The story is slowly taking shape, and recently an important step has been taken towards positioning and promotion. Did you know that 'the wine street' is still a working title? In collaboration with the creative agency Zuiderlicht, we are working on the brand identity of the wine street, so that we can present ourselves to the outside world with a clear image and story. Authenticity, connection, sustainability, movement, and passion are at the heart of the wine route—values that we not only want to promote, but also want to make tangible in everything we do.  

Selection menu for winegrowers 

The wine route aims to support and involve local winegrowers in order to further enhance the tourist experience in the region and develop a high-quality wine route. We do this by, among other things, providing financial support for the purchase of products that contribute to a better visitor experience. 

We are currently working hard on developing this selection menu. We will keep you informed of further developments via our newsletter and communication channels. Please bear with us a little longer!

The wine ecosystem takes shape 

The wine region truly flourishes when wine entrepreneurs grow alongside it. That is why we are building a wine ecosystem centered on collaboration, knowledge sharing, and inspiration. We invite everyone to join us, contribute their ideas, and share. Would you like to join the ecosystem? Please contact us.  

We regularly organize gatherings around inspiring and connecting wine themes. Think of lectures on wine at Horst Castle, in-depth sessions with historians about the history of wine and regional wine identity, pleasant encounters with other winemakers, and much more!  

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Interreg project

The project is co-financed by Interreg VI Flanders-Netherlands, the cooperation program with financial support from the European Regional Development Fund. With the launch of the wine street, the consortium hopes not only to attract wine lovers, but also to inspire a wide audience to enjoy a sustainable and meaningful tourist (wine) experience.

The logo of Interreg and the logos of the various associated partners and project partners