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CIVB launches first Bordeaux Wine Month alongside PR shake-up

Published:  09 February, 2018

The official Bordeaux wine body has announced a number of initiatives lined up for the UK for 2018, including an official Bordeaux Wine Month to run in UK independents throughout the month of June.

The initiative aims to educate the trade and consumers about the “diversity and quality” of Bordeaux wine as part of a new sales and promotions programme, designed to encourage sampling activities and support sales in independent wine merchants.

The initiative will be spearheaded by CUBE Communications, the new PR agency for the Conseil Interprofessionnel du Vin de Bordeaux (CIVB).

The agency has been running the CIVB’s media relations campaign since January 2016, but will now take over all PR responsibilities, including campaigns for sales, promotions, training and events in the UK for the next three years, taking over from Summit SP.

June will also see the return of the Bordeaux Butterfly Bar to Finsbury Avenue Square near Liverpool Street for three weeks.

The bar forms part of a continued investment in consumer-focused activities and will serve a variety of Bordeaux wines including dry whites, fruity rosés and Crémant as well as modern reds.

The CIVB will also continue its collaboration with the Ecole du Vin in Bordeaux, for its 2018 training programme, which will feature trips, tastings and consumer tastings, led by the Bordeaux Wines’ team of educators.

“We are delighted to be working with Bordeaux wines on these new briefs at such an exciting time,” said CUBE director Chris Mitchell.

“We are looking forward to building on the work that has been done to date, inspiring consumers and the trade alike to rediscover the region and drive trial and purchase.”