Côtes Du Rhône launches campaign dedicated to chilled wines
With summer in full swing, the Côtes du Rhône AOC has launched a campaign targeting younger consumers by encouraging them to refresh their expectations as well as their glass, by chilling their wine.
The new campaign, which goes under the logo ‘Refresh your wine’, wants to position its wines within “contemporary, spontaneous and accessiblemoments of enjoyment”, it said, and “reconnect” with younger generations.
The campaign is looking to engage more 21–40-year-olds, whether exisitng wine lovers or newcomers by offering a “freer and more contemporary way to experience the wines of the appellation”.
This reflects the profound changes in consumption habits and a “more occasional relationship with wine” it says, and by tapping into the growing diversification of drinks chosen by young adults, “Côtes du Rhône is embracing a communication strategy clearly focused on today’s lifestyle.”
The comms builds on an earlier campaign around chilled wines, to highlight that beyond serving temperature, “freshness becomes a true territory of expression for the appellation,” it said.
“Rosés, whites and reds served chilled naturally fit into a wide variety of moments: aperitifs, informal or more traditional meals, shared moments on a terrace, dinners or urban breaks”, the AOC said, putting “pleasure, simplicity and spontaneity” at the heart of the Côtes du Rhône experience.
The campaign is set to be a long-lasting one which breaks traditional wine codes and the conventional representations of wine and introduces “a more contemporary, graphic and immediately recognisable aesthetic, built around colour, texture, light and the sensation of freshness”, it said.
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It will focus on bring the three colours of Côtes du Rhône to life through imagery – rosé’s ‘peppiness’, white’s brightness and red’s intensity. This will be adapted for international markets with more of a lifestyle tone, to showcase Côtes du Rhône wines in “simple, urban, qualitative and convivial moments”.
“It conveys a new art of living around wine: spontaneous, open and contemporary, while remaining true to the identity and richness of the appellation,” the AOC said.
Virginie Charlier, marketing director at Inter Rhône said that with chilled wines, “we want to show that Côtes du Rhône can evolve without compromising our identity.”
“This campaign expresses a more contemporary, spontaneous and accessible way to discover our wines. It reflects our desire to reach out to new generations of consumers, with codes that speak to them and a tasting experience adapted to their habits,” she said.
This new campaign dovetails into the wider institutional brand campaign ‘Where the Rhône flows’, which conveys the appellation’s commitments, she said. “Together, these two communication territories contribute to strengthening the visibility, desirability and relevance of Côtes du Rhône internationally.”
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