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Southern French generics pull together

Published:  23 July, 2008

A new strategy from the Conseil Interprofessionnel des Vins du Languedoc (CIVL) and Oc Wines sees the generic activity for the UK market linked by a joint export campaign: South of France Wines.

For the first time the generic bodies will overlap activity to help simplify the complexities of this important wine-producing area'.

Commenting on the new strategy, Christine Behey-Molines, export manager of the CIVL, said: This is a great opportunity for South of France Wines to a build presence in the UK and specifically with the UK consumer. The market is getting tougher, and we need to ensure that we are delivering a clear message. This is not about homogenising the diversity of our wines; it's about finding solutions to the challenges we face.'

The South of France theme will feature in in-store promotions, on-trade activity, consumer sampling and editorial. The promotional activity will take place in the latter half of the year.