Bordeaux wine professionals want to boost their sector. Gathered at the general assembly of the Bordeaux Interprofessional Wine Council (CIVB), organized on Monday, July 10, they announced the launch of an advertising campaign to promote red wine among the general public, the largest since 2014 reports southwest.
An initiative that aims to reconnect with consumers who have rejected the drink for a few years. However, as the newspaper points out, red wines represent 85% of Gironde production.
However, Bordeaux continues to be the first AOP vineyard sold in large distribution (24% of volumes and 26% of turnover), adds the organization.
This operation, called “Terroirs de Bordeaux: reds of all colors”, aims to show the diversity of the region’s products. Through four visuals, he stages associations of wines of different colors with dishes. Carmine, ruby, garnet or purple… Each shade of red has its own qualities: “silky and balanced cuvées”, “fresh and delicious” or even “refined and complex”.
A campaign adapted to new uses
The drinks are served in stemmed glasses of different shapes and are accompanied by different dishes.
Sushi, hamburger, salad or even strawberries with whipped cream, Bordeaux wine professionals want to show that red goes with everything and that it should not only be accompanied by sophisticated dishes.
This ad will air in France but also a bit in Belgium and Germany, from September to December. The general public will be able to find it at bus stops, in magazines and at its distribution points.
Source: BFM TV
