It is the first time that Calvet, which is owned by Les Grand Chais de France, has been linked to this event in rugby and as part of the campaign the brand will appear on LED screen ads around the stadium at three matches during the tournament. All of the matches will be aired live on BBC TV will full-time highlights being shown around the world.
The adverts , which will feature the Calvet brand name, bottle shot and logo, as well as the new campaign slogan, Calvet #1 French brand in the UK; will first appear during the 11th February England vs Wales match at the Principality Stadium in Cardiff, followed by Scotland vs Wales at Murrayfield Stadium, Edinburgh (25 February) and then Wales vs Ireland in Cardiff (10 March).
Mark Kears, managing director UK & Ire, Grand Chais de France, said: “We are delighted to have agreed this high profile media campaign during the 6 Nations Rugby. It is a significant part of this year’s promotional spend, and we believe it underpins and reaffirms its place as the no 1 selling French brand in the UK for 2017, as well as raising its profile in the run up to the celebrations for Calvet’s 200th anniversary in 2018.”