Industry body the Bordeaux Wine Council (CIVB) recently launched an innovative new Christmas campaign. The project is designed to “promote the diversity” of Bordeaux tipples to UK consumers.
Situated in South-West France, Bordeaux is one of the country’s most iconic wine regions. With a total vineyard area of 120,000 hectares, Bordeaux is the largest wine region in France, producing over 700m bottles per day. Bordeaux is especially known for its rich red wines, which comprise 89% of its output, created from grapes such as Merlot, Cabernet Sauvignon, Cabernet Franc and Petit Verdot.
Despite the region’s excellent reputation, CIVB never rests on its laurels, constantly looking to find more ways to introduce people to Bordeaux wine. This year for example, they opened a unique wine museum in the region, which has been dubbed the “Guggenheim of wine.” Boasting a worldwide vineyard tour, a cellar featuring over 10,000 wines and more, the museum has been a massive hit.
Enticing the British
The CIVB is really keen to promote Bordeaux wines to British consumers. The UK is one of Bordeaux’s best markets, with sales climbing year-on-year. With the end of the Global Recession, Brits are now also ready to start buying luxury products, like Bordeaux wines, again, creating new opportunities.
Last year, the CIVB launched a competition for UK wine lovers. Called “Experience the life of a Bordeaux wine maker,” it gave six winners the chance to travel out to some of the region’s most reputable wine makers. To enter, people basically had to show the council why they should win and what they hoped to learn by visiting a Bordeaux winery. In a stroke of genius, CIVB allowed entrants to call for support for their submissions on social media, marketing Bordeaux wine to a mass audience.
The CIVB has stepped up its efforts this year. Running until 23rd December, the council has created an animated Yuletide advert to promote the diversity of the region’s wines in the UK. Debuting on Channel 4’s On Demand service, the clip shows a string of twinkling red, white and rosé fairy lights, representing each type of wine, with the message “the more you look, the more you discover.”
This “simple” promotion is designed to capture young consumers, by communicating the good prices and “sense of fun,” of Bordeaux wines. It will run primarily online, featuring on selected YouTube food, drink and lifestyle channels, digital media platforms like Time Out and national newspaper websites. Commenting, CIVB Marketing Director François Jumeau said that “whether it was “crisp white, a smooth red or a delicate rosé” there’s a Bordeaux wine for everyone this Christmas.
Buy Bordeaux wines
With this campaign running across a range of digital outlets, it may catch your eye over the next few weeks. Should it make you want a glass of Bordeaux, why not buy bottle of the regions finest from Ideal Wine Company? Visit our official website and browse our Bordeauxs list, which features standout labels like Chateau Latour and Chateau Montrose, to find a bottle you want to try this Christmas!
Image courtesy of Michael Clarke stuff