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Bordeaux targets YouTube generation with new UK campaign

Published:  15 November, 2018

The Bordeaux Wine Council (CIVB) has launched a new digital campaign has launched to increase awareness of Bordeaux wines in the UK market - a major market for wine exports from the region.

The aim of the campaign, which launched at the beginning of October, is to engage audiences and increase awareness of the diverse wines that France’s best-known region has to offer.

It also aims to change perceptions and drive consideration of Bordeaux wines amongst target audiences, which UK-based foodies and wine drinkers, including those described as ‘Generation Treaters’, aged 30-45, and ‘Adventurous Connoisseurs’, aged 45-60.

CIVB said that due to the success of engaging consumers with video formats in previous campaigns it will focus on 30-second YouTube video advertisements attached to food-related content.

In addition, it will involve embedded advertisements within food and drink, art and entertainment, style and fashion key publications online, including BBC Good Food, Women and Home, The Independent, Ideal Home and Londonist.

"With Christmas just around the corner, this is the perfect time to get our audiences thinking about Bordeaux wine. This winter advertising campaign is part of our continued strategy to reach out to new audiences through digital formats where we know our customers obtain their information and inspiration,” said François Jumeau, CIVB director of marketing.

“We’ve increased our investment in this year’s winter campaign and hope to see an increased engagement with the brand as a result.”

The UK is currently the number one export market for dry white Bordeaux and the fourth largest export market, both in volume and value, for Bordeaux overall (source: CIVB/Customs).

The campaign will run through to December 2018.