db Awards winners revealed22nd May, 2013 by Patrick Schmitt
Best Trade Campaign
Winner: Think Red, Think Côtes du Rhône by Inter-Rhône
“It is just so high-profile in the trade,” said one judge about the Think Red campaign from Inter-Rhône. Another praised it for the simple, consistent message, and as a result, the region’s prominent position in the UK market, despite strong competition from other French regions.
And the evidence for its efficacy was strong: Côtes du Rhône is the most memorably marketed wine region in the world according to a Wine Intelligence survey of the UK trade.
So, when over 100 members the wine industry were asked by the company to name a region or country which was good at communicating itself, the Côtes du Rhône came joint first place with Chile, and ahead of other well-known wine-producing places such as Bordeaux or New Zealand.