Rhône steps up retail activities
Inter Rhône will focus on increasing volume sales for Côtes du Rhône wines in the UK this year .
The promotional body - funded by Rhône wine producers and negociants - will roll out more gondola-end promotions, themed POS material and tastings with major retailers. Eighty per cent of off-trade sales are currently through supermarkets, and Inter Rhône says it does not intend to significantly change that weighting.
Its Think Red, Think Côtes du Rhone campaign featuring cartoon animals will appear in press throughout the year .