SOURCE: Wines of France

June 18, 2008 10:07 ET

French Wines Aim to Further Recent US Gains

Wines of France Building on Momentum With New Three-Year Campaign

NEW YORK, NY--(Marketwire - June 18, 2008) - While French wines have met with continued enthusiasm at all price points in the US market of late, that doesn't mean Wines of France is content to rest on its laurels. On the contrary, French wines are about to see an ambitious new promotional boost in the US market in the form of a comprehensive three-year campaign intended to consolidate recent gains and build on US consumers' increasing affinity for, and knowledge of, quality wines.

Wines of France's new "umbrella" campaign covers the whole spectrum of promotional avenues via an increased annual spend of $2.6 million for 2008. A major portion of that budget is being devoted to an aggressive sales promotion campaign across the US, with special emphasis on the key markets of New York metro, Washington DC metro, South Florida, California, Illinois, Texas and Massachusetts. Integrated Wines of France promotions in the field will include 700 tastings at more than 300 points of sale in both the on- and off-premise sectors, as well as a host of promotional materials for all stores. Seeking to faithfully recreate the French experience for consumers, Wines of France will provide French music CDs for stores to play during in-store tastings and promotions, setting just the right ambiance for "faire du shopping."

Wines of France spokesperson Sheri Sauter Morano, Master of Wine, will again take the lead in bringing French wines front and center for US consumers. Blogging on the revamped and modernized website, which went live June 16, Sauter Morano will post twice a week on a different "Wine Experience," answer the "Question of the Week," post educational pieces on grape varietals and French wine regions and interview wine personalities. She'll also feature the "Wine of the Week," selected from her brand new list of "Top French Wine Picks." "US wine consumers are more adventurous and knowledgeable than ever," says Sauter Morano. "My Top French Wine Picks are chosen specifically to help guide them to the wealth of options France has to offer between $8 and $25."

Sauter Morano will embark on a satellite media tour, doing interviews with local and national US press. Through Wines of France's expanded partnership with Maison de la France, the French Government Tourist Office, she'll also offer wine tips to consumers via a series of vlogs. That effort will see e-marketing geared towards two million targeted consumers through various new media outlets such as AOL.

Other key facets of the Wines of France 2008 campaign include:

--  Distributor seminar programs to educate the sales forces of eight US
    wholesalers with special French wine training;
--  Trade print advertising in influential publications this June;
--  The "Ultimate French Wine Lover's Sweepstakes!", in which one lucky
    winner and guest will enjoy two weeks in French wine country during
    harvest, embarking on an unprecedented hands-on experience in two of the
    world's finest wine regions, Bordeaux and Burgundy.

US consumers' enthusiasm for quality wine is at an all-time high, and Wines of France's renewed commitment to a robust promotional platform at all levels of the industry shows that it's determined to achieve a still greater influence for French wines across the Atlantic.

About Wines of France

Wines of France is dedicated to the promotion of French wines through public relations, trade and consumer tastings, education, seminars, advertising, Web presence and non-traditional marketing events.

Contact Information

  • Media contact
    Pieter van Vorstenbosch
    Sopexa USA
    Tel: +1 212-477-9800 x108
    Email: Email Contact