Bordeaux: New marketing and PR campaign rolled out across 7 Gironde appellations

Wednesday August 03 2016 by Vitisphere

Why hesitate over red or rosé?” asks Clairet; “Good breed all round”, quips red Bordeaux Supérieur; “Freshness has a colour”, proclaims white Bordeaux; whilst Crémant “Brings a sparkle to the table”. The new marketing and PR campaign rolled out by the region’s grower organisation is as relaxed in tone as it is colourful. The idea is to make a lasting impression on consumers with billboards showing both bottles and glasses (see illustration), not only across France but also on the internet via the Planète Bordeaux website that has got a complete makeover for the occasion.

The colourful lettering and straplines are faintly reminiscent of an execution by French chain store Monoprix, but the main aim of the new marketing identity is to follow on seamlessly from the last campaign rolled out by the Bordeaux wine marketing council at the end of 2014: “Bordeaux wine, there is so much to discover”.

The producers’ organisation is faced with the same challenge as the marketing council, i.e. the need to create a catch-all image for Bordeaux wines whilst promoting their differences. This diversity is illustrated by the area’s seven appellations, two red (Bordeaux and Bordeaux Supérieur), two white (Bordeaux and Bordeaux Supérieur), two rosé (Bordeaux rosé and Clairet, although the latter appellation straddles rosé and red) and a sparkling wine (Crémant de Bordeaux). In 2015, these seven Bordeaux appellations marketed a combined volume of 2.9 million hectolitres.


Source: Vitisphere. Photo: Bordeaux growers’ organisation


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