London push for Côtes du Rhône

08 November, 2007

Inter Rhône is targeting Londoners with a £250,000 marketing push for Côtes du Rhône wines.

The one month campaign from Rhône’s generic body continues the Think Red, Think Côtes du Rhône message with two ads featuring the hippo and hedgehog illustrations from cartoonist Robert Thompson.

The ads will run in the London press and as six-sheet posters across the capital from Nov 19. The campaign is expected to reach 77 per cent of London ABC1 adults, according to Inter Rhône.

Olivier Legrand, UK export manager, said: “This is the start of a re-orientation towards consumer advertising that will continue in 2008 and is the perfect time to support our below-the-line activities, encourage further sales growth and strengthen our position as the nation’s favourite French AOC region.”

UK sales of Côtes du Rhône wines increased by 14 per cent during the first six months of 2007, compared with the first six months of 2006, Inter Rhône added.




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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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