Côtes du Rhône unveils ‘sophisticated’ UK push

By Lisa Riley

Published: 11 May, 2017

Rhône Valley Vineyards has unveiled its 2017 Côtes du Rhône campaign

The campaing, which is based on a new ‘Everyday Sophistication’ strap, features a collection of three images - all created to depict a “fun and light-hearted” spin on common life situations, each using the recognisable style of vintage French advertising posters and using well-known British and French expressions.

Designed to refresh the region’s positioning, the push highlights the "quality and accessibility" of the wines, while touching on the "modern and dynamic" character of the Rhône.

The advertising, running from June with a focus on print in consumer and drinks trade titles alongside underground ads, would present a “fresh and dynamic” positioning for the UK market, said Virginie Charlier, marketing director at Inter-Rhône.

“The new approach celebrates the quality of our wines regardless of their colour, but also their accessibility - we produce great wines which are ideal to share and enjoy in everyday situations,” he said, adding the business had used two of Britain’s most famous traits, wit and self-deprecation, to enable it to further connect emotionally with British consumers.

Rhône Valley Vineyards is France’s second largest AOC wine area.

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