Rhône Valley Vineyards, France’s second largest AOC wine area, unveiled its new Côtes du Rhône ad campaign for the UK market accompanied by a new strapline: ‘Everyday Sophistication’. The campaign presents a refreshed positioning for the region which highlights the quality and accessibility of the wines, whilst touching on the modernity and dynamic character of the Rhône.
2017 – A new positioning for the UK
The ‘Everyday Sophistication’ campaign, created by London-based agency Creature, features a quirky collection of three images, depicting a fun and light-hearted spin on common life situations. Each creative uses the recognisable style of iconic, vintage French advertising posters, which is contrasted with contemporary settings to mirror the versatility of the wines. Each drawing is intricately illustrated with witty captions, combining well-known British and French expressions.
Virginie Charlier, Marketing Director at Inter-Rhône comments, “With this campaign, we wanted to present a fresh and dynamic positioning for the UK market. The new approach celebrates the quality of our wines regardless of their colour, but also their accessibility. We produce great wines which are ideal to share and enjoy in everyday situations. We also used one of Britain’s most famous traits, wit and self-deprecation to enable us to further connect emotionally with British consumers.”
The campaign will run from June 2017 with a focus on print in consumer and drinks trade titles, as well as London Underground advertising.
Ben Middleton, Chief Creative Officer at Creature said, “Je suis dreadful at Français but je think that le team have come up with something incroyable for the magnifique people at the Côtes du Rhône. And we’re bloomin’ proud of the craft that went into it.”
2016 – Steady performance
Côtes du Rhône also presented its latest figures for 2016 showing a steady position in the market, despite a challenging environment. Two exceptional vintages in 2015 and 2016 along with strong relationships with both UK customers and consumers have resulted in a positive performance of the region, both in volume and value.
The UK remains the region’s first export market by volume representing 18% of the total volume of wines exported (-1% compared to 2016). The UK is the second export market by value – after the USA – representing €73.3 million in 2016.
With an average price of £8.81 per bottle, Rhône Valley wines offer excellent value for money. Red wine continues to prove the most popular with red Rhône wines representing 46% of total market shares in the UK off-trade.
Michel Chapoutier, President at Inter-Rhône comments, “2016 has been a challenging year but we have maintained our position and we are very pleased with the performance of our wines in this market. The UK is our largest export market by volume. Our long-term focus on producing quality wines is resonating well with UK consumers as we continue benefit from a strong notoriety and positive image in the market.”