The Côtes du Rhône appellation is launching a dedicated European wine festival this October as it marks the first consumer roll out of its latest global campaign.
Taking place across the UK, Germany and Belgium, The Rhône Wine Festival will see a series of immersive tastings and events bring consumers and professionals together in a celebration of the wines’ versatility and the region’s spirit of conviviality.
Côtes du Rhône with its iconic blends, varied styles and affordable price points has gained a strong following in Europe. The festival is the opportunity to capitalise on its unique position, strengthen its relationships with professionals and reach out to new and current Rhône fans.
Virginie Charlier, Head of Marketing and Communication Inter Rhône, comments “As we roll out our global campaign, we wanted to bring the convivial spirit of the Rhône to our key export markets. This inaugural, month-long celebration of wines and savoir-faire enables us to deepen relationships with professionals and connect with consumers in a meaningful and fun way.”
In the UK, 50 bars, pubs, restaurants, supper clubs, independent retailers and supermarket Waitrose are taking part. Each trade participant has received eye-catching POS featuring the new campaign to further bring the festival to life and staff were incentivised via educational courses offered by the region.
From dedicated tastings, gastronomic experiences, special menus and exclusive promotions, the festival’s activations are as varied as the wines and aim to entice curious and seasoned drinkers who want to take part and discover more about the French region.
The appellation will also promote its festival on social media to target younger wine drinkers. It has partnered with four prominent UK food and drink influencers, Zeren Wilson, Anna Barnett, Leyla Kazim and London on the Inside, who will each run a competition for the chance to win a dedicated Côtes du Rhône tasting at home. A Facebook promotion to win an exclusive dinner in London will also run on the appellation’s page.
The Rhône Wine Festival kicks off 1st October 2019. Full details of the various events and activations can be found on the dedicated website: www.rhonewinefestival.com