News

Inter Rhone aims at younger wine drinkers with Cotes du Rhone global push

Most popular

The just-drinks Analyst returns

just-drinks speaks to Distill Ventures' CEO

"Too many tuxedos, too much bling" - BrewDog

Why spirits must rethink its future positioning

just-drinks speaks to Diageo CEO Ivan Menezes

MORE

Inter Rhône has announced details of a global marketing campaign for wines from the French AOC of Côtes du Rhône, targeting younger wine consumers.

The Cotes du Rhone campaign was unveiled in Paris in February

The Cotes du Rhone campaign was unveiled in Paris in February

The activation, which launched at the Wine Paris trade event earlier this year, promotes the region's "history, the expertise of its winemakers and wine merchants, cultural heritage and provenance with a contemporary feel and a touch of wit". Targeting consumers aged between 30 and 45, the push centres around the tagline 'Distinctive wines since 125 BC'.

A new logo also forms part of the campaign, comprising images of the Bridge of Avignon (Pont Saint-Bénézet), the river Rhone and a vine.

The trade association will utilise the campaign in key markets including the UK, the US, Germany, Belgium and France.

Neither financial details nor duration of the activity were disclosed.

"As we become increasingly globalised - notably through the Internet and social media - we felt it was a good time to focus our message on our roots," said appellation co-president Etienne Maffre. "The 'Made in France' concept continues to be a highly-successful trend, synonymous of quality and authenticity. Tapping into our provenance will resonate internationally and support our premiumisation strategy."

Wine - Get your head out of the sand, get with the can - Click here for a just-drinks comment


Expert Analysis

Key Trends in Alcoholic Beverages: Powerful changes shaping the wine, beer, spirits and alcohol-free beverages industry

Key Trends in Alcoholic Beverages: Powerful changes shaping the wine, beer, spirits and alcohol-free beverages industry

Key Trends in Alcoholic Beverages: Powerful changes shaping the wine, beer, spirits and alcohol-free beverages industry...

VIEW REPORT

Related Content

Union des Vignerons des Côtes du Rhône chases global consumer with flavour shift - Focus - ProWein 2019

Union des Vignerons des Côtes du Rhône chases global consumer with flavour shift - Focus - ProWein 2...

Union des Vignerons des Côtes du Rhône gears innovation to specific consumer demands - ProWein 2018

Union des Vignerons des Côtes du Rhône gears innovation to specific consumer demands - ProWein 2018...

Younger consumers, NBA deal help return Pernod Ricard's Chivas to growth in Asia

Younger consumers, NBA deal help return Pernod Ricard's Chivas to growth in Asia ...

"We need to look at the way Millennials experience wine drinking" - Interview, Comité Interprofessi...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?