Sopexa to represent Beaujolais in the UK

Trade body InterBeaujolais has appointed Sopexa to run its marketing and communications campaign in the UK from 1 September this year.

The coming campaign will have a strong consumer focus although, equally, InterBeaujolais will aim to nurture the “strong and positive” relationships with key trade partners that have been developed over the past few years.

There is a belief that Beaujolais will benefit from the trend to lighter bodied red wines and exports rose 24% by volume in 2017.

Marketing and communications manager, Anthony Collet, said: “We believe now is the time for Beaujolais. The campaign is due to kick off at a moment of strong momentum for Beaujolais with exports up 24% in volume in 2017 and interest increasing for Gamay and lighter style wines. In addition to our trade and consumer activations, this new campaign will focus on digital. Consumers and the means to reach them are evolving at lightning speed and our campaign is adapting to respond to these demands.”

Frédéric Dersigny, managing director at Sopexa UK, added: “We are incredibly honoured to represent Beaujolais in the UK. This is a natural fit for our current portfolio of wine clients. As a born and bred French man, I know how much my country loves Beaujolais, and the UK trends are working in our favour so we very much went back to the drawing board to infuse this energy into a campaign, which we believe will take Beaujolais to the next level with consumers. Watch this space.”