The organisation that promotes Bordeaux wine in its domestic market and overseas is planning to ramp up its UK marketing activity to present a more “human face” to British consumers in an effort to attract new and younger wine lovers.
The Conseil Interprofessionnel du Vin de Bordeaux (CIVB) is one of the most influential wine organisations in France with a multimillion pound marketing spend. It was founded in 1948 and represents the three sections of the Bordeaux wine industry: winegrowers, wine merchants and brokers.
The CIVB says the UK is already its third biggest export market – behind only the US and China – but wants to ditch the bargain basement and focus on wines valued at between £7 and £20. The strategy already triggered a 15% increase in the value of wines being sold in 2019.
CIVB president Allan Sichel said the new marketing strategy will highlight the stories of the vine growers and winemakers from the region, many of whom have worked in the industry for decades.
Sichel said: “We want to bring the growers and wine makers out to hear their stories. We know that for those at the point-of-sale it is very positive to have the growers and wine makers there. And it is also useful for the growers to have more interaction with the end consumer.”
Meanwhile, the organisation has been forced to reschedule its inaugural Bordeaux Day in the UK, during which it plans to welcome wine industry professionals to Camden House in London, NW1, to rediscover “the modernity, quality and diversity” of its wines in dedicated tasting zones.
It was originally due to take place this week, but has now been pushed back to September 9.