Ormarine seeks to become "the go-to Picpoul de Pinet" via UK consumer campaign
Ormarine, the producer of AOP Picpoul de Pinet in France, is launching its first-ever UK consumer PR campaign this month to position Ormarine as “the go-to Picpoul de Pinet brand for wine drinkers”.
Working in partnership with Languedoc giant, Maison Jeanjean since 1985, Ormarine is now one of the best and largest cooperatives in the Languedoc-Roussillon. Its vineyards cover 580 hectares - or 42% of the total area under vine - in the Picpoul de Pinet appellation, southern France’s largest white wine region.
In 2019 Ormarine sold 3.2 million bottles of Picpoul de Pinet. The UK is by far the largest market after France with sales here increasing by more than 27% in volume last year.
Previously due to start in the spring, Ormarine’s new campaign was delayed slightly due to Covid 19 but will kick off this month still in time to bring some French Mediterranean sunshine to UK consumers’ wine glasses.
The campaign will initially raise awareness of the Ormarine brand with leading wine critics and influencers and their audiences focussing on Ormarine’s natural maritime location and the brand’s environmental credentials; a sustainable approach and Terra Vitis certification.
Cyril Payon, Director of Ormarine said: “UK wine drinkers are now familiar with the name Picpoul de Pinet and the style of the wines corresponds directly to the current consumer drinking trend for fresh, aromatic, inexpensive white wines.
“We want to make the Ormarine name synonymous with Picpoul de Pinet so that Ormarine wine stands out on the shelf in its distinctive engraved Neptune bottle and wine drinkers ask for it by name as their Picpoul de Pinet brand of choice.”
Ormarine’s vineyards stretch from the foothills of the Cevennes mountains near Montpellier around the curve of the Mediterranean and the Thau lagoon as far as Béziers, and benefit from the maritime influence of the sea which enable the Piquepoul grapes to reach optimum maturity.
The producer claims to have built up a reputation for being one of the Languedoc’s most pioneering cooperatives, developing a range of innovative products such as its ‘on fine lees’ technique which is designed to bring added complexity and fullness to a classic Picpoul de Pinet. It has also experimented with harvesting using smartphones and GPS, paying growers based on quality not quantity, and its unique engraved Neptune bottle which distinguishes Ormarine from other Picpoul de Pinet producers.