The Conseil Interprofessionnel du Vin de Bordeaux (CIVB) is hoping to convince UK consumers that the region produces high-quality wines for "everyday drinking" rather than being out of reach of most drinkers' pockets.

This week, Bordeaux's global advertising campaign, dubbed 'Bordeaux. Always Worth the Visit', will launch in the UK. The CIVB hopes the campaign, which will run until December, will arrest a slide in Bordeaux wine sales in the UK.

Douglas Morton, a consultant to the CIVB in the UK, told just-drinks today (1 November) that he hopes consumers will be convinced that Bordeaux can produce "value-for money wines", as well as more expensive labels.

He said: "There has been a lot of publicity for the Cru Classé wines from Bordeaux but one of the key strategies for the CIVB is to promote Bordeaux wines that are priced between GBP5-15 (US$9.50-28.60)."

Morton said the success of brands from the New World means that consumers are not aware of the "good quality" cheaper wines from Bordeaux. "There have been huge improvements in quality of inexpensive Bordeaux wines, especially white wines but consumers can't find these, as shelves are swamped with wines from the New World," he said.

"It's almost out of sight, out of mind. Consumers believe Bordeaux wines are far too expensive when, in fact, they're not."

The campaign, created by M&C Saatchi, will run in national magazines and newspapers, as well as on the London Underground.