New campaign to enjoy Sauvignon Blanc naked

Wine agent Stevens Garnier is encouraging consumers to enjoy Sauvignon Blanc naked with their latest initiative “Cuvée Nue” (Naked Cuvée), due to launch as a world exclusive in Oddbins stores nationwide next week.

“Cuvée Nue” Sauvignon Blanc 2011 is made by Loire producer Domaine Henri Beurdin in Reuilly. It has been developed exclusively for Oddbins and will appear in all Oddbins stores and on the Oddbins website at £9.50.

The wine concept and campaign design were created by Stevens Garnier’s buying & marketing director James Forbes.

He said, “The Domaine Beurdin vineyards in the far east of the Loire produce Sauvignon Blanc with such pure aromas and flavours, they do not need oak to enhance them in any way. It’s a bit of a guilty secret, but many Loire Sauvignon Blanc wine makers use oak. In my view this can sometimes mask the intensity of the wine, and we didn’t want to do that to this particularly vibrant Sauvignon Blanc from Domaine Beurdin.

“Without oak, Cuvée Nue is so superior, so clean and zippy, and I wanted to demonstrate this vitality with an eye-catching campaign. I came up with the name Cuvée Nue to express the wine’s natural purity, and the campaign imagery followed from that.

“Oddbins Buyer Ana Sapungiu understood the concept straight away, and we are grateful to her for helping to turn it into reality by supporting the development of the project and putting it on shelf.”

The launch will be supported by a poster campaign showing two joyfully naked people and a bottle of the wine in close-up.