Basset fronts new French Wine campaign

French Wine has announced internationally acclaimed sommelier Gerard Basset MS MW as UK ambassador for its new campaign, “French Wines – Wines with Style”.

Basset, who was awarded an OBE by the Queen last year, after being named “World’s Best Sommelier” in 2010, will lead a series of French masterclasses as well as participating in a number of other activities as part of this campaign.

These will include a partnership with the Wine & Spirit Education Trust and a major wine retailer, together with involvement in the “Absolutely Cracking Wines from France” trade tasting.

Explaining his involvement in the campaign, Basset remarked: “France offers some of the greatest and most exclusive wines in the world, but there are also a host of easy to drink, accessible wines too.

“I am delighted to be involved with the new French Wines campaign in the UK, and look forward to sharing my passion for the range of tastes and styles which are available in the UK with trade and wine-drinkers alike!”

This initiative represents part of a wider European campaign funded by FranceAgriMer, the French organisation responsible for supporting France’s agricultural sectors.

Further activities will take place in five other countries: Belgium Denmark, Germany, the Netherlands and Russia.

Running over a three year period, the campaign aims to demonstrate the diversity and accessibility of French wine, with the “Wines with Style” strapline forming part of an aspirational communication which seeks to avoid “complex wine language and off-putting technical jargon”.