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News
Inter Rhone ups UK investment
Inter Rhône is increasing its investment in the UK to further raise awareness of the Côtes du Rhône region and maintain its market share. €1.6 million has been earmarked for print advertising, point of sale material, promotional activity and education. This is up from €1.525m last year.
Speaking at a trade briefing on Friday, Inter Rhône’s marketing export manager Olivier Legrand said, “We want to increase our investment to try to maintain our position in the UK market.”
He cited the Rhône’s new print advertising campaign as one reason for the region’s stable sales in 2008 (-1.3% compared to -22.6% for other French ACs according to IRI, UK off-trade). The latest marketing push has increased spontaneous awareness of the Rhone wine region from 11% to 15% (TNS).
Within the Rhône, areas of success included the Luberon, Ventoux and Costières de Nîmes. Legrand recorded sales of 2.5m bottles in 2008 for these AOCs, compared to less than 1m in 2007. Supermarket promotional activity on wines from St Joseph further swelled sales.
Also, despite the Rhône’s “Think Red” strapline, white wine from the region sold an extra 700,000 bottles in 2008. “This was quite a surprise,” said Legrand, “But it is the result of some buyers increasing their range of Rhône wines by selling an equivalent white wine from a known red Rhône brand.”
He also noted that sales of Rhône crus were over 5.3m bottles last year, which is double the volume in 2004.
Patrick Schmitt, 11.03.09