French Wines Kick Up Their Advertising Heels
French wines are taking things up a notch (or two or three) with a new promotional campaign in the U.S. Calling it an “ambitious” three year marketing blitz, the “Wines of France” are hoping to “boost gains” and “build consumers’ knowledge of French wines.” The umbrella campaign will see an increased annual spend of $2.6 million for 2008 and cover all avenues of promotion.
Wines of France says it will launch “an aggressive sales promotion campaign” across the U.S., but focus mainly on the key markets of New York metro, Washington DC metro, South Florida, California, Illinois, Texas and Massachusetts. This will include tastings in both the on- and off-premise, as well as a host of promotional materials for all stores backed by French music.
The promotional campaign will be accompanied by a new website, www.wines-france.us that went live earlier this week. It’s aimed at educating Americans about grape varietals and French wine regions, in addition to featuring interviews and a “Question of the Week.” Wines of France spokesperson Sheri Sauter Morano, Master of Wine, will also choose “My Top French Wine Picks,” which features wines that fall in the $8 and $25 range.
It’s no secret that French wines have struggled in recent years as U.S. consumers (among others) have increasingly opted for cheaper, easier to read labels. Earlier this month France approved a five-year plan to modernize its wine industry and help it better compete internationally. The most controversial initiative was a proposal to create three categories of French wines. A new mid-quality category, called the “Wines of France,” most closely mirrors New World wines by including the grape varietal on the label (instead of grape origin) and using cheaper production practices, such as adding wood chips and tannins.
Recall that the EU recently passed a new wine system to cut down production and help European wines better compete internationally as well.
TTB BAN OF BRUNELLO GOES INTO EFFECT JUNE 23
The TTB has issued a notice that the U.S. will not release shipments of Brunello wine on or after June 23 unless the importer submits to the Customs and Border Protection (CBP) a statement attesting that the wine meets the requirements of the Brunello di Montalcino Denominazione di Origine Controllata e Garantita (DOCG) and is acceptable for sale in Italy. A copy of the required statement must be maintained at the importer's premises. If these requirements are not followed, the TTB says it may suspend or revoke the importer’s basic permit.
WSD BRIEFS:
KMART CMO BILL STEWART IS LEAVING THE COMPANY to work on a campaign to protect gay marriage in California. Stewart joined Sears Holding in April 2006 and held marketing jobs at Coca-Cola and General Mills. He now plans to be a full-time volunteer for Equality for All, a group working to protect gay marriage in California.
R.H. PHILIPS AND TOASTED HEAD FOUNDERS BUILD NEW WINERY. John and Lane Giguiere, who founded R.H. Philips Winery and the Toasted Head brand have begun construction on the first stage of a 150,000-gallon winery to house their new company, Crew Wines.
THE VALUE OF WINE GRAPES IN SONOMA COUNTY declined 4% from $433 million in 2006 to $417 million in 2007, despite vintners taking a price increase. Reasons for the decline include vineyard owners getting few dollars per ton and bad weather, according to a local report.
Until tomorrow, Megan
“On the whole human beings want to be good, but not too good, and not quite all the time.”
George Orwell
--------- Sell Day Calendar ----------
Today's Sell Day: 13
Sell days this month: 21
Sell days this month last year: 21
This month ends on a: Mon.
This month last year ended on a: Fri.
YTD sell days Over/Under: 0
WINE & SPIRITS DAILY
Subscribe or check back issues at: www.winespiritsdaily.com
Send news and comments in confidence to: megan@winespiritsdaily.com
© 2008 Wine & Spirits Daily, all rights reserved. May quote with attribution.
Wines of France says it will launch “an aggressive sales promotion campaign” across the U.S., but focus mainly on the key markets of New York metro, Washington DC metro, South Florida, California, Illinois, Texas and Massachusetts. This will include tastings in both the on- and off-premise, as well as a host of promotional materials for all stores backed by French music.
The promotional campaign will be accompanied by a new website, www.wines-france.us that went live earlier this week. It’s aimed at educating Americans about grape varietals and French wine regions, in addition to featuring interviews and a “Question of the Week.” Wines of France spokesperson Sheri Sauter Morano, Master of Wine, will also choose “My Top French Wine Picks,” which features wines that fall in the $8 and $25 range.
It’s no secret that French wines have struggled in recent years as U.S. consumers (among others) have increasingly opted for cheaper, easier to read labels. Earlier this month France approved a five-year plan to modernize its wine industry and help it better compete internationally. The most controversial initiative was a proposal to create three categories of French wines. A new mid-quality category, called the “Wines of France,” most closely mirrors New World wines by including the grape varietal on the label (instead of grape origin) and using cheaper production practices, such as adding wood chips and tannins.
Recall that the EU recently passed a new wine system to cut down production and help European wines better compete internationally as well.
TTB BAN OF BRUNELLO GOES INTO EFFECT JUNE 23
The TTB has issued a notice that the U.S. will not release shipments of Brunello wine on or after June 23 unless the importer submits to the Customs and Border Protection (CBP) a statement attesting that the wine meets the requirements of the Brunello di Montalcino Denominazione di Origine Controllata e Garantita (DOCG) and is acceptable for sale in Italy. A copy of the required statement must be maintained at the importer's premises. If these requirements are not followed, the TTB says it may suspend or revoke the importer’s basic permit.
WSD BRIEFS:
KMART CMO BILL STEWART IS LEAVING THE COMPANY to work on a campaign to protect gay marriage in California. Stewart joined Sears Holding in April 2006 and held marketing jobs at Coca-Cola and General Mills. He now plans to be a full-time volunteer for Equality for All, a group working to protect gay marriage in California.
R.H. PHILIPS AND TOASTED HEAD FOUNDERS BUILD NEW WINERY. John and Lane Giguiere, who founded R.H. Philips Winery and the Toasted Head brand have begun construction on the first stage of a 150,000-gallon winery to house their new company, Crew Wines.
THE VALUE OF WINE GRAPES IN SONOMA COUNTY declined 4% from $433 million in 2006 to $417 million in 2007, despite vintners taking a price increase. Reasons for the decline include vineyard owners getting few dollars per ton and bad weather, according to a local report.
Until tomorrow, Megan
“On the whole human beings want to be good, but not too good, and not quite all the time.”
George Orwell
--------- Sell Day Calendar ----------
Today's Sell Day: 13
Sell days this month: 21
Sell days this month last year: 21
This month ends on a: Mon.
This month last year ended on a: Fri.
YTD sell days Over/Under: 0
WINE & SPIRITS DAILY
Subscribe or check back issues at: www.winespiritsdaily.com
Send news and comments in confidence to: megan@winespiritsdaily.com
© 2008 Wine & Spirits Daily, all rights reserved. May quote with attribution.
posted at 1:28 PM
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