The new campaign "shows a touch of grown-up sophistication", according to Inter Rhône, while still emphasising the strapline Think Red, Think Côtes
du Rhône Wines.
The £565,000 above-the-line investment is the campaign's largest media spend in the UK to date.
It will run until the end of the year in national press and lifestyle titles, as well as digital escalator panels and
LCD screens in the London Underground throughout October.
Olivier Legrand, UK export manager for Inter Rhône, said: "We wanted to keep the strengths of our previous campaign, but build on these and develop a more adult tone .
"We are delighted with the three executions which show the ubiquitous Côtes du Rhône glass appearing in unexpected situations. "