France's Languedoc region is getting a £500,000 boost this year to promote its wines.
The marketing campaign will focus on the Languedoc Cross emblem, which first appeared in stores last November when retailers, including Sainsbury, Waitrose and Safeway, agreed to use it in point of sale material.
Funded by the Conseil Interprofessionnel des Vins du Languedoc, plans for this year include a radio campaign urging consumers to Seek the Cross' along with trade press ads.
On-trade initiatives to encourage trial of the wines are also in the pipeline.