August 19th – First strategic initiatives will include September winemaker tour, national trade education, digital partnerships and Trade & Media Camps to experience Languedoc New York, NY (August 17, 2022) – Conseil Interprofessionnel des Vins du Languedoc (CIVL or “Languedoc Wines”), the governing body that represents the region’s winemakers, merchants and brokers, is working on a fully integrated national marketing campaign to expand awareness of the premier southern French region with trade, media and consumers.
The new campaign debuted this summer and will build discovery of the AOP of the Languedoc, helping to reinforce key selling points such as the diversity of terroir, soils and varietal styles; significant investment in organic winemaking; the rise of up-and-coming appellations; and the many talented winemakers and growers committed to delivering high quality-to-value wines. National tactics include PR outreach and sampling; digital campaigns; and a dedicated trade program to expand sales and distribution with key partners such as SevenFifty and The SOMM Journal. The CIVL will also sponsor trade and media attendees to experience Languedoc Camp, a complete immersion into AOP Languedoc and other appellations.
“We are thrilled to represent Languedoc wines in the U.S. with our partner Gregory + Vine,” says Anne Martel-Reison of EOC International, the French-based promotion agency for Vins du Languedoc. “This campaign will shed new light on the culture and people behind today’s innovative spirit and the incredible range of wines from Languedoc,” adds Natasja Mallory, Director of Gregory + Vine, the lead agency in the U.S.
On a regional basis, the AOPs of Languedoc will also lead in-person events such as a winemaker tour for trade and media scheduled for Boston (September 27), New York (September 28) and Washington, DC (September 29). Regional activation will further encourage consumer trial and discovery in partnership with local wine bar, retail, distributor and publishing partners. As of yearend 2021, the U.S. is the leading export market for Vins de Languedoc, both in volume and value.
About Vins du Languedoc
The Conseil Interprofessionnel des Vins du Languedoc manages the worldwide promotion of Languedoc wines. The council was set up in 1994 and now represents 20 AOPs (Appellations d’Origine Protégées) and 13 IGPs (Indication Géographique Protégée) spread over four regions in the south of France: the Aude, Hérault, Gard and Pyrénées-Orientales.
