Les Grand Chais de France (LGCF) is taking its JP Chenet brand in a new direction to target a younger millennial audience.

The activity, which focuses predominantly on “fun-loving females”, also includes revamping the brand’s current line up with new formats, styles and varietals, to ensure it continues to appeal to its existing audience.

LGCF is introducing international varietals into the range for the first time, such as JP Chenet Pinot Grigio from Hungary, as well as smaller formats such as the 20cl JP Chenet Ice Edition Rose, which has already been a success, according to the producer.

Earlier this year the company launched a nationwide marketing campaign for the brand focusing on strategic brand partnerships in the fashion and beauty world. This campaign has now been developed further to increase visibility and exposure amongst a new, younger female-focused target market.

Brand tie-ups include the sponsorship of LoneDesignCub.com’s concept store launch party at London Fashion Week and the VIP lounge at the National Wedding Show’s Autumn series, covering four shows in London, Birmingham and Manchester, and the launch party of hairstyling destination, Duck & Dry Xpress at Primark’s flagship Oxford Street store. The latter included JP Chenet invite-only activations at Duck & Dry in Mayfair, London and WhiteHaus Liverpool, supported by the hashtag #Treatmoi, offering beauty and fashion influencers the chance to sip JP Chenet mini bottles with a paper straw, while being pampered in “instagramable salons”.

In addition, an Instagram page @jpchenet_uk has been launched to connect the brand with its new younger, female audience. The page focuses heavily on the brand’s bright, pastel colours and fun female-focussed content.

Mark Kears, managing director UK and Ireland, said: “This exciting new extension of JP Chenet ensures that we extend our franchise with core consumers and at the same time grow our relevance with a younger more urban audience.”