Rhone Valley Vineyards, France’s second largest AOC wine area, has unveiled its new Cotes du Rhone ad campaign for the UK market, accompanied by a new strapline: ‘Everyday Sophistication’.

The campaign presents a refreshed positioning for the region, which aims to highlight the quality and accessibility of the wines, while touching on “the modernity and dynamic character” of the Rhone.

The ‘Everyday Sophistication’ campaign features a quirky collection of three images, depicting a fun and light-hearted spin on common life situations. Each uses the recognisable style of iconic, vintage French advertising posters, contrasted with contemporary settings to mirror the versatility of the wines.

Virginie Charlier, marketing director at Inter-Rhone, said: “With this campaign, we wanted to present a fresh and dynamic positioning for the UK market. The new approach celebrates the quality of our wines regardless of their colour, but also their accessibility. We produce great wines which are ideal to share and enjoy in everyday situations. We also used one of Britain’s most famous traits, wit and self-deprecation to enable us to further connect emotionally with British consumers.”

Cotes du Rhone has also presented its latest figures for 2016, which shows a steady position in the market. Two exceptional vintages in 2015 and 2016 have resulted in a positive performance of the region, both in volume and value.

The UK remains the regions first export market by volume, representing 18% of the total volume of wines exported.

Michel Chapoutier, president at Inter-Rhone, said: “2016 has been a challenging year but we have maintained our position and we are very pleased with the performance of our wines in this market. The UK is our largest export market by volume. Our long-term focus on producing quality wines is resonating well with UK consumers as we continue to benefit from a strong notoriety and positive image in the market.”