'Whole new world' of French wine
French wine suppliers are ramping up their marketing to promote the message that their products are affordable and accessible.
The first burst of promotion kicks off next month for French Wines Week, starting on 9 October, and aims to celebrate the diversity offered by the country's wine regions. During the initiative, press and radio coverage and a free pocket guide will explain to consumers how to find grape varieties to suit their tastes.
Seafood Week, which runs from 6 to 13 October, will also see Muscadet sur Lie wines made in the Nantes region take centre stage. Regional radio stations across the country will undertake a series of on-air tastings to encourage listeners to "Take a Fresh Sip".
Burgundy wines will also be back in the spotlight with the 'Home of Chardonnay & Pinot Noir' consumer ad campaign launching again this month and running until the end of November.
Adverts will run in national weekend supplements and lifestyle magazines explaining that Burgundy wines are made with the grape varieties more commonly associated with the New World.
It is estimated that 1.2 million wine drinkers, 78% of the Burgundy's target audience, will see the ads.
The generic French Wines stand also promises to be the largest exhibitor at this year's Wine Show, a consumer event taking place in London from 26 to 29 October.
Visitors to the Wine Show will be able to sample French wines to match a variety of occasions. Now in its sixth year, the French Wines campaign is funded by the French Ministry of Agriculture and managed by wine promoter Sopexa UK.
Sopexa UK managing director Charles Collard said:"By giving a few key pointers about which grape varieties match which regions of France, we hope that we will open up a whole new world for many consumers."
