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Côtes du Rhône targets 30-45 age group for new global campaign

Published:  25 April, 2019

The trade body for France’s Côtes du Rhône has unveiled plans to target consumers in their thirties and forties, with a new logo and marketing strapline that highlights the region’s quality, heritage and provenance.

The global campaign will feature the tagline “Distinctive wines since 125 BC” and a new logo which links the Bridge of Avignon (Pont Saint-Bénézet) with the region’s river and vines.

It is hoped the campaign will engage 30-45-year-olds, a “demanding audience looking to find their way around the myriad of wines on offer and whose attention and loyalty is difficult to capture”.

“This core target group tends to enjoy wines outside meals, is highly focused on authenticity, provenance and quality and is particularly receptive to the ‘drink less but better’ message”, the AOC said.

In the past, the Côtes du Rhône AOC has typically created market-focused campaigns, but this global initiative aims to convey a “consistent and easily recognisable message” across key markets.

Etienne Maffre, co-president of the appellation, said: “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. 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”.

Following a soft launch during Wine Paris, the campaign is now being rolling out across key markets including the  UK, US, Germany, Belgium and France.

In the UK, the media plan includes advertising in 15 stations on the London Underground, with social media promotions also running across Facebook and Instagram.