The Conseil Interprofessionel du Bordeaux (CIVB) has launched a EUR6m (US$7.6m) publicity plan to promote Bordeaux wines until the end of next year.

The campaign, created by GAD/Saatchi, consists of poster and press advertising, and will start in the UK, Belgium and Germany this November and December.

The French campaign - notable for the fact that pictures of people enjoying wine are forbidden - will start this month but consists only of print ads.
 
The theme of the plan is humorous, the CIVB said, aiming to suggest moments outside of mealtimes, when quality Bordeaux can be drunk in a "convivial and modern" way.

"Vegetarians, rejoice. You don't have to like foie gras to open a bottle of Sauternes," one Belgian poster says. "A glass of wine can forge a friendship but a chateau can be the start of something magical," says a UK poster, over a photo of an abandoned picnic blanket, pushing the quality angle.

Campaigns in Japan and America are expected to start early in 2007.

Asked today (14 September) if the campaign was meant to render a sexier image of Bordeaux, Alain Vironneau, CIVB president, said: "Why not?"