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Beaujolais gets new UK campaign

Published:  23 July, 2008

A new promotional campaign for Beaujolais wines will be unveiled at this year's London Wine Show.

The campaign, which will roll out from next year and will cover the period to 2009, will focus on three key markets: the UK, US and Japan, following research carried out by marketing board Inter Beaujolais. The UK campaign will feature both above- and below-the-line activities.

The research found that the category most susceptible to Beaujolais was 40+ females', because they appreciate fruity wines which are easy to drink on all occasions'.

A spokesman for Sopexa, which conducts PR for the French food and wine industries, said that the campaign would focus on Beaujolais and Beaujolais Villages, emphasising their accessibility and fresh character', while the 10 Crus will also be included where appropriate'.

Last year, production of Beaujolais grew by 2.8%, to 56,513 hectolitres, with the UK the third-most-important export market.