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

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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."

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