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Vins de Bordeaux launches promo campaign with leading restaurant group

Published:  16 September, 2016

The Bordeaux Wine Council (CIVB) is running a promotional campaign with six brands within one of the UK's leading restaurant and pub companies.

All Bar One owners Mitchells & Butlers will be joining up with Vins de Bordeaux until November and then again in spring 2017.

The initiative aims to improve visibility of Bordeaux wines within the UK on-trade, particularly in more mainstream outlets and younger-customer venues.

Over 500 Mitchells & Butlers venues across All Bar One, Miller and Carter, Vintage Inns, Castle, Premium Country Pubs, and Browns will be involved in the campaign and run its own promotional activity.

Examples include wine of the month, Bordeaux by the glass, Bordeaux wine and food offers and pairings, plus customer competitions.

Up to 17 Bordeaux wines will be promoted across the six participating brands to show a breadth of wine styles as well as value to customers.

These include dry whites, rosés, Crémant de Bordeaux, everyday reds as well as classic AOCs such as Saint-Émilion and Margaux.

"This promotional campaign will demonstrate to the on-trade how the variety and value of Bordeaux wines can be a great option for restaurant and pub customers. Mitchells & Butlers' dedication to providing excellent quality for its guests means it's a great fit for Bordeaux Wines," Fiona Juby, UK Market Consultant at CIVB said.

As part of the campaign, all participating outlets' staff will receive online training from the CIVB on the Bordeaux region and the wines involved in the promotion, to help them engage with the wines and their respective stories from grape to glass.

Henry Boyes, Mitchells & Butlers wine procurement manager, said: "We're delighted to be working with Bordeaux Wines this autumn and into next year. Mitchells & Butlers is an organisation constantly striving to deliver great wines to go with our brands' great food, and the education provided for our staff to help guests rediscover wines from Bordeaux is a real boon to our offering."