Top 10 marketing moves in February

Côtes du Rhône ramps up ‘Think Red’ message

Côtes du Rhône Wines, the generic body behind France’s second largest AOC wine region, has launched its 2016 campaign to support its ‘Think Red, Think Côtes du Rhône’ message.

In the UK, Côtes du Rhône Wines will hold its annual trade tasting in April and, for the second year running, will be the headline sponsor of a London gig by drinks trade supergroup Skin Côntact in support of Comic Relief.

Over the summer, Côtes du Rhône Wines will host The Red House, a major consumer exhibition, taking place in London in partnership with a UK-based art school.

Berry Bros & Rudd teams up with Paul Smith

Berry Bros & Rudd has partnered with British designer Sir Paul Smith for a series of limited edition own labels for its ‘Good Ordinary…’ range. The newly labelled ‘Good Ordinary Claret’ and ‘Good Ordinary White’ will launch in February with only 5,000 bottles produced.

Released in time for Valentine’s Day, both labels feature hearts “inspired” by the artist Matisse’s late-period cut-out designs. Berry Bros & Rudd’s creative director, Geordie Willis, said the collaboration is the first in what he hopes will be a series of partnerships with Britain’s leading designers.

“Classical with a twist; traditional yet modern; quintessentially British but admirably international; these are all qualities that Paul Smith exhibits and that we aspire to at Berry Bros & Rudd,” she said.

F1 ends association with Mumm Champagne

Formula 1 has ended its 15-year partnership with Champagne sponsor Mumm, reportedly after a multi-million euro offer was rejected by the sport’s management. The partnership had been in place for 15 years, but Mumm brand owner Pernod Ricard’s reported €5 million (£3.8m) sponsorship offer was deemed “insufficient”.

The termination of the sponsorship deal will see the end of podium winners spraying each other with Jeroboams of Mumm Champagne after each Grand Prix.

The deal also previously saw Mumm releasing limited edition F1-themed bottles, the latest being in 2014. However, Mumm looks set to remain as the sponsor of ‘Formula E’, the world’s first all-electric racing series.

Pernod Ricard said in a statement: “In our mission to continually innovate, excite and push the boundaries, we have chosen to explore a new opportunity – Formula E, electric motor racing (which is being managed by the FIA, Formula 1 managing body) – as it is truly ground-breaking, has a strong fit with our brand values and is a natural evolution in motor racing.”

UPDATE: A previous version of this piece incorrectly said that Möet et Chandon would replace Mumm on the F1 podium. 

Enotria rebrands to welcome Coe

Troy Christensen

UK wine distributor Enotria has announced its new business name is to be Enotria&Coe, the “final piece of the jigsaw” to integrate Coe Vintners into its business.

Enotria acquired Coe Vintners in August last year and the new name represents the new “vision and branding for the combined business”, Enotria said.

“We have an opportunity to develop exciting, engaging sales and marketing programmes with our partners, which means we’re in a perfect position to add value for suppliers, customers and consumers”, said CEO Troy Christiansen. “We want to be a game-changer in the market and we have the people, the process and the passion to make this happen.”

Jacob’s Creek goes exploring

Jacob’s Creek is supporting the launch of its Jacob’s Creek Expedition Range with a series of promotions at airports in the Asia and Pacific region.

Inspired by the story of Johann Gramp, who sailed from Bavaria to the uncolonised land of South Australia in 1837, the Expedition Range comprises three red wines created exclusively for travel retail.

To support its launch, tastings are being held in Sydney, Melbourne, Hong Kong International and Singapore Changi airports, with all purchasing guests offered an exclusive gift inspired by Johann Gramp’s journey: a glass ‘message in a bottle’ key chain.

Anheuser-Busch scores another Super Bowl deal

Brewing giant Anheuser-Busch was once again the beer sponsor of the NFL Super Bowl, held in February. For the 28th year in a row the brewer had exclusive beer advertising rights during one of the world’s biggest sporting events.

AB reportedly bought three minutes of advertising space at a cost of US$5 million (£3.5m) per 30-second slot.

AB and the NFL have also extended their partnership to make Bud Light the official beer of the NFL until 2022 – a deal worth US$1.4bn (£979m).

Nederburg takes on Le Tour de France

South African wine and spirits producer Nederburg has confirmed a three-year sponsorship agreement with Africa-based Team Dimension Data Qhubeka (formerly known as MTN-Qhubeka). The team, which includes cycling legends Steve Cummings and Matt Brammeier, will represent Africa in Le Tour de France 2016 over 150 days of competitive cycling.

To leverage its sponsorship, Nederburg is investing in a series of UK activations. This will include cycling café takeovers, experiential activity, wine and cycling experiences and competitions. Its wines will receive revamped packaging and Nederburg will be present at events nationwide.

Sarah Gandy, Distell’s international marketing manager, said: “We are delighted to be able to bring this global sponsorship into the UK and Europe at a time when cycling is so popular. The sponsorship will allow us to connect the cycling consumer with Nederburg and tell a global story on a regional platform around a premium sport.”

Nederburg’s core range in the UK is 56 Hundred through Tesco and Morrisons in the off-trade, and The Manor by Nederburg and Heritage Heroes ranges through Matthew Clark in the on-trade.

French Wine Society rebrands

Global education provider the French Wine Society has rebranded as the Wine Scholar Guild following the expansion of its education programme to include wines from Italy and Spain. With its headquarters in Washington DC, the Wine Scholar Guild has instructors in 20 countries on five continents.

The plan is to become even bigger now that Italy and Spain have been incorporated, according to Lisa M Airey, education director. “Our aim is for the Wine Scholar Guild to become the leading international provider of advanced specialisation wine study and certification programmes,” said Julien Camus, president and founder.

“We’re offering the same commitment to quality wine study with a new name and expanded offerings for new and current members.” The Italian Wine Scholar programme launches in May with an online programme and classroom sessions due to start in September. The Spanish Wine Scholar programme will commence shortly after.

Moët feels the love over Valentine’s Day

Moët & Chandon unveiled three special-edition gift sets ahead of Valentine’s Day in February, inspired by the house’s ‘The Now’ campaign. Playing on ‘osé’, which means ‘dare’ in French, the 2016 Valentine’s collection comprises the Rosé Impérial Daring Gift Box, with a gold embossed invitation to “Live More” and “Love More”, and the Rosé Impérial Daring Suit Gift Box.

Courvoisier to toast bartenders

Courvoisier has launched its first global bartender competition under its ‘The Toast of Paris Since 1889’ campaign. Based on the Paris Golden Age (1870-1910), The Toast of Paris International Cocktail Competition will see bartenders asked to create a twist on the classic Champagne cocktail using Courvoisier VSOP and explain how their recipe was inspired by the period. Deadline for entries is 25 March, with the global final taking place in Paris in May.

The winning bartender will receive a blend of Courvoisier Cognac dating back to 1889, and all finalists will be flown to Jarnac to visit the brand’s Paradis Cellar and meet master blender, Patrice Pinet.