Rhône steps up retail activities

23 March, 2007

Inter Rhône will focus on increasing volume sales for Côtes du Rhône wines in the UK this year .

The promotional body - funded by Rhône wine producers and negociants - will roll out more gondola-end promotions, themed POS material and tastings with major retailers. Eighty per cent of off-trade sales are currently through supermarkets, and Inter Rhône says it does not intend to significantly change that weighting.

Its Think Red, Think Côtes du Rhone campaign featuring cartoon animals will appear in press throughout the year .




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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