Côtes du Rhône has launched a “Refresh Your Wine” campaign dedicated to chilled wines, rolling out across France, Belgium, the UK and Canada through a series of online formats. 

Commenting on the chilled wine trend, the Côtes du Rhône AOC said that its new campaign aims to reconnect with younger consumers, positioning its wines as contemporary and spontaneous. 

Building on a growing movement, the launch comes as searches for chilled red wines on Ocado have increased by 1,020% year on year. 

It also comes as a growing number of on-trade venues across the UK focus on light-bodied, chilled reds such as Beaujolais, Gamay and Pinot Noir. 

According to the AOC, the campaign, which promotes reds, rosés and whites, was created primarily to target consumers aged between 21 and 40. 

It added that it wanted to appeal to both wine lovers and newcomers, embracing a way of drinking that is free from protocols and rules. 

Rather than focusing on the wines themselves, the appellation said that it aimed to adopt a lifestyle-led approach, celebrating simple, convivial moments. 

Virginie Charlier, marketing director at Inter Rhône, said: “With chilled wines, we want to show that Côtes du Rhône can evolve without compromising our identity.  

“This campaign expresses a more contemporary, spontaneous and accessible way to discover our wines. It reflects our desire to reach out to new generations of consumers, with codes that speak to them and a tasting experience adapted to their habits.”