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The Bordeaux Wine Council unveil £1m advertising campaign

Published:  22 April, 2010

The Bordeaux Wine Council (CIVB) has unveiled a advertising campaign that aims to celebrate the natural relationship between Bordeaux wines and food.

Developed specifically for the UK market, the £1 million campaign will focus on giving consumers the simple yet compelling reason to buy: Good Food Would Choose Bordeaux.

The print and poster launch will primarily targeted at ABC1 35+ adults and will demonstrate the versatility of Bordeaux's wines and highlight the fact that there is a perfect Bordeaux for every type of meal, whether haute cuisine and elaborate, or homemade and simple, also that its wines are produced to complement rather than overpower food.

Douglas Morton, spokesman for the CIVB, said: "Overwhelming feedback from existing drinkers confirmed that, alongside the quality and tradition associated with Bordeaux, its great gift lies in its ability to produce wines that enhance any meal.

"In a period of unprecedented general interest in the preparation and enjoyment of food we hope that this campaign will encourage more consumers to discover this relationship for themselves. The message is very simple: if you love food, you'll love Bordeaux."