The social media drive is designed to halt the current drop in French wine production and encourage clearer labeling for bottles being sold in the UK, according to Clink! Wines managing director Catherine Monahan.
"It's based upon the premise that the French have utterly failed at reversing their slide in the wine business, and need help from passionate consumers to save their industry," she said.
A Le Beast blog, pages on Twitter and Facebook, slots on regional radio and a direct mail viral video will all be used to communicate the campaign's message, and Virgin will be supporting the push with a direct mail campaign to all its consumers.
Le Beast’s Twitter feed and videos from the campaign will also stream directly on to Virgin’s home page.
The campaign coincides with Virgin taking on Le Beast’s Merlot/Cabernet Sauvignon 2008, which will sport an exclusive label (rrp £7.99).
Chief wine buyer Andrew Baker said: “Virgin sees this as a huge opportunity to engage with consumers in a new and entertaining way, and being an innovative online brand ourselves, we decided to take Le Beast on as one of our first brands ever.
“We’re very excited to see the results of this campaign and the potential introduction of new consumers to our business.”