FRENCH WINES AIM TO FURTHER RECENT US GAINS
Wines of France building on momentum with new three-year campaign
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.â€
