Mont Tauch unveils Face of Fitou

20 March, 2008

French cooperative Mont Tauch has unveiled a new corporate identity under the banner “The Face of Fitou”.

The new identity, which features Mont Tauch growers and a new logo created by the word Fitou on packaging and promotional material, has been created to emphasise the human side of the cooperative that is co-owned by 300 growers.

Mont Tauch will support the launch with a £500,000 campaign, which includes in-store promotions, presence at consumer fairs and a promotional film telling the story of the cooperative through its growers.

A new Fitou wine with an rrp of £5.99 is also being launched by Mont Tauch with the new design. Bottles have retro-looking labels made of recycled packaging featuring one of the first Mont Tauch growers.




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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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