Further to a successful 2-year run handling its strategic communications, Inter Rhône has once again placed its confidence in Sopexa for a new communications campaign aimed at galvanising the Rhône Valley Vineyards’ original positioning in Japan. In a country where the consumption of meat has continued to rise over the last decade, Rhône Valley Vineyards’ wines, including Côtes du Rhône and Costières de Nîmes, have set their sights on becoming the go-to wine to partner meat-focused fare.
Activities focus on building B2B relationships with key representatives of the Japanese wine trade, including importers, on and off-trade distributors, sommeliers and journalists and other key influencers, in a bid to increase the notoriety of Rhône Valley Vineyards appellations and showcase their affinity with the latest consumption trends in Japan.
Three training sessions aimed at professionals have been scheduled or are already underway: two in Tokyo, one of which focusing on the wines of Costières de Nîmes, and one in Sapporo. Two trade tastings are also in the pipeline.
The campaign is backed by a number of consumer-facing promotions, including original, high-profile collaborations. Rhône Valley Vineyards Wines are set to team up with famed luxury department store Isetan Shinjuku in the heart of Tokyo, notably through a partnership with its ‘Grand Cave’ wine shop and gastro ‘Kitchen Stage’ restaurant. A selection of specialist meat-centric restaurants in Tokyo are also set to take part in the Rhône Valley Vineyards campaign.
Finally, as part of its experiential campaign, a partnership with Tokyo lifestyle media publication Tokyo Calendar will see Côtes du Rhône wines sponsoring a special ‘Niku* Rhône Night’.
*Niku = meat in Japanese.
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