€1 million to kick-start consumption of Alsace wines

Friday May 22 2020 by Vitisphere

 In terms of strategy, “considering 2020 is not over and done with is a conscious decision”, admitted Philippe Bouvet. In terms of strategy, “considering 2020 is not over and done with is a conscious decision”, admitted Philippe Bouvet. - Photo credit : CIVA

Dubbed the “rebound plan”, the strategy rolled out by the Alsace wine marketing board CIVA to overcome the coronavirus crisis is both ambitious and consistent with the repositioning programme launched last year. “In the face of adversity, it is a mistake to change course when the first positive signals from the market are coming in. Alsace continues to wake from its slumber. The number one danger in a crisis is to seek out initiatives that reassure”, pointed out Philippe Bouvet, CIVA's marketing director.

Maximising its funding (through cancellation of the Millésime Alsace trade show and postponement of export thrusts), the Alsace marketing board has ring-fenced one million euros to implement its recovery plan. Among drives approved to date, the community support element is particularly strong, due to the fact that Alsace was one of the French regions hardest hit by the coronavirus. In terms of communications, a broad-ranging media plan is currently being launched. The “support campaign” is based on 21 illustrated texts ending with the strapline “Through your choices, you too can support the Alsace wine industry!” The idea is to pick up on the current news focus on health issues, but to avoid being condescending or sounding like propaganda. The CIVA “is not looking to make consumers feel guilty, but to make them aware of their responsibilities”, summed up Bouvet.

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