Lights, camera, Bordeaux!

A marketing initiative to support Bordeaux sales in the UK has been launched. A partnership between Bordeaux Wine Council and lovefilm.com begins in September offering exclusive free membership to the online film library, and Bordeaux wine gifts, for those collecting the special on-pack promotion. UK retailers Waitrose, Sainsbury’s, Morrisons, Co-op, Asda and Somerfield stores nationwide are involved.

Entitled Free nights in with Lovefilm.com, the promotion offers 30 days free subscription to www.lovefilm.com with an additional £10 voucher to redeem against any DVD in the website’s own store. The deal includes a free wine tasting kit incorporating a ‘waiter’s friend’ corkscrew, a drop-stop pouring aid and a special guide to Bordeaux wines. To take advantage of these offers, consumers access the website featured on the neck collars of promotional bottles of Bordeaux wine.

Some 600,000 neck collars will be placed on 55 different Bordeaux lines. The offer will start appearing in store from the beginning of September and is valid until 31st March 2010.

Douglas Morton, consultant to the CIVB says: “Research confirms that many people enjoy a glass of wine at home in the evenings and the combination of a good film and a nice bottle of Bordeaux adds to the experience.”

Report James Graham

August 2009

1 August 2009 - Felicity Murray