|UK remains number one for Rhône exports|
|Written by Emily Kearns|
|Wednesday, 20 March 2013 11:35|
Wines from the Rhône enjoyed continued popularity in the UK in 2012, with exports up 6.5% on the previous year.
According to generic body Inter-Rhône, the French AOC red category as a whole has risen by 12% over the past two years, with 90% of that attributed to the Rhône category.
Olivier Legrand, Inter-Rhône marketing director, said: "The UK remains the number-one export country for Rhône wines. Sales of Côtes du Rhône wines have increased across the board and we're really seeing a loyalty from UK consumers."
Last year also saw an increase in popularity of Côtes du Rhône Villages, with UK consumers "prepared to pay slightly more for quality", according to Louise Rasse, export marketing manager at Inter- Rhône. "With an average price point of £5.18 per bottle, Côtes du Rhône Villages wines are positioned in the most dynamic price range," she said.
Inter-Rhône has announced its marketing strategy for 2013, which includes an integrated advertising campaign, a focus on digital communication and a sponsorship deal with Meltdown Festival.
Legrand said: "Our aim is to build on the successes of the 2012 campaign, and continue to show a strong and clear brand identity for Rhône wines that consumers will instantly recognise."