Agencies line up for Bordeaux wine task

LONDON - The Bordeaux Wine Council, the trade association that represents the region's wine growers, is on the hunt for a UK advertising agency.

Bordeaux Wine Council…on the hunt for a UK advertising agency
Bordeaux Wine Council…on the hunt for a UK advertising agency

The agencies selected to compete for the business will be invited to a pitch at its head office in Bordeaux, France in February. The process is being handled by Haystack.

The body, which has produced most of its campaigns in-house, is seeking an agency to help promote Bordeaux wines to a UK audience.

It is understood that the campaign will span print and outdoor channels and will seek to position the wine as a premium brand in a bid to stave off competition from the New World.

The search for an agency follows a number of marketing efforts by the association.

Bordeaux Wines recently sponsored a radio show on Jazz FM called Dinner Jazz With Bordeaux Wines. In September, it launched an on-pack promotion with LoveFilm.com, offering consumers free membership to the DVD rental company.