A wine region of the southern Rhône in France has launched a PR campaign to raise awareness of its wines in the UK.
The Association 2000 Vins d’Ardèche, a group representing more than 70 independent wine producers and most co-operatives in the Ardèche Meridionale region, is funding the campaign.
Jean-Luc Flaugere, the association’s president, said: “The wines of the Ardèche are not yet as well-known as they deserve. We look forward to building our UK presence.”
The campaign involves raising awareness of the wines through communicating with wine buyers and arranging tastings next year.
It follows similar activity by other French wine regions earlier this year, such as the joint export South of France wines campaign in June, working to draw UK consumers back to the declining French wine category.