Bordeaux targets younger audience with latest ad burst

Bordeaux wines are to be supported by their second ad campaign of the year which will run for the next six weeks.

Generic marketing campaign Vins de Bordeaux said the first burst of advertising earlier in the year achieved 30% more views than it had originally aimed for.

The new burst of ads is aimed at 30- to 45-year-olds with an interest in food and wine and takes the theme “the more you look, the more you discover”.

CIVB director of marketing François Jumeau said: “Following a succesful summer campaign, our continued strategy is to increase awareness and consideration for Bordeaux wines among a new, younger audience, with a greater emphasis on digital formats and social media, where we know our core audience obtain their information and inspiration.”

Vins de Bordeaux currently claims a 20% share of out-of-home wine advertising.

It said second-quarter figures for 2017 show a 4% increase in Bordeaux exports to the UK against the same period in 2016.