Rhône steps up retail activities

23 March, 2007

Inter Rhône will focus on increasing volume sales for Côtes du Rhône wines in the UK this year .

The promotional body - funded by Rhône wine producers and negociants - will roll out more gondola-end promotions, themed POS material and tastings with major retailers. Eighty per cent of off-trade sales are currently through supermarkets, and Inter Rhône says it does not intend to significantly change that weighting.

Its Think Red, Think Côtes du Rhone campaign featuring cartoon animals will appear in press throughout the year .




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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