Beaujolais works to raise its profile

22 February, 2008

Inter Beaujolais is hoping to build better links with independent retailers with the formation of an Export Club.

The first meeting organised by the generic body took place on Feb 13 and included agents John E Fells, HwCg, Thierry’s and Waverley TBS.

Independent drinks retailers are being invited to join the club, which will offer help on in-store promotions and marketing.

Inter Beaujolais will also work more closely with larger retailers this year, rolling out gondola-end promotions and themed POS material.

Beaujolais wines will receive a major promotional boost in the UK with a marketing campaign targeting women aged 40 and over. Communications manager Regan Fournier-Morel said the notoriety of Beaujolais Nouveau has overshadowed the finer wines the region has to offer and has resulted in Beaujolais’ “identity becoming skewed”.

The strategy, due to run in national press and web, will focus on Beaujolais’ 10 Crus, using three key visuals – Fruit, Light and Chilled. Tennis-themed ads will also feature in the Radio Times in the run-up to major tournaments, offering winners VIP tickets to Wimbledon.

Inter Beaujolais’ link-up with the Women’s Institute, which last year saw 10 women selected as Beaujolais Ambassadors, will continue this year.

Tasting lessons – and funding for groups to hold their own – will be available.

For more information on the Export Club contact Chris Skyrme at

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