Market research
The Bordeaux Wine Council has joined forces with www.lovefilm.com to offer an on-pack promotion in a number of major supermarkets in the UK.
From September, customers purchasing Bordeaux wines at Waitrose, Sainsbury's, Morrisons, Co-Op, Asda and Somerfield stores nationwide, can win free membership to the online film library, and Bordeaux wine gifts.
Entitled 'Free nights in with Lovefilm.com', the promotion offers 30 days free subscription with a GBP10 (US$16.43) voucher to redeem against any DVD in the website's store.
The deal includes a free wine tasting kit including a 'waiter's friend' corkscrew, a drop-stop pouring aid and a guide to Bordeaux wines.
Around 600,000 neck collars will be placed on 55 Bordeaux lines. The promotion is valid until 31 March 2010.
Douglas Morton, consultant to the Conseil Interprofessionnel du Vin de Bordeaux (CIVB) said: "Research confirms that many people enjoy a glass of wine at home in the evenings and the combination of a good film and a nice bottle of Bordeaux adds to the experience."
Sectors: Wine
