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News
Waitrose goes Gallic
French wine is to be given a publicity boost with a new marketing campaign starting with in-store promotions in Waitrose supermarkets.
French wine trade body – FranceAgriMer – and communications agency Sopexa UK have joined forces to showcase French wines with a series of in-store promotions at Waitrose and various other supermarkets over the course of the year.
From 25 August to 27 September, the French Quality Wines campaign will run in Waitrose, which will be offering a 25% discount on over 50 French wines in 228 of its stores.
The initiative aims to promote 250 different wines from all over France and deliver volume sales of over 11 million bottles over the course of the scheme.
The marketing drive will also include a number of in-store tastings and online and printed advice to help consumers choose French wines to fit their budgets and tastes.
Andrew Shaw, wine buyer at Waitrose, said: “The French wine industry must trade consumers up if it is to once again establish its rightful reputation as the most engaging wine nation on the planet.
“Despite having a unique combination of diversity, heritage, terroir and quality, there has been a reluctance to add value and support the category.
"Waitrose has a unique opportunity to showcase delicious wines from every corner of France in September and greatly looks forward to once again partnering the French Wines campaign with such an activity.
“Only by building the momentum with other such value-added initiatives will France reclaim valuable market share in the UK marketplace.”
Rupert Millar, 23.08.2010