Côtes du Rhône Wine Region Debuts First U.S. Advertising Campaign

 France`s second-largest Appellation debuts in print, trade and out-of-home media
this fall

NEW YORK--(Business Wire)--
Inter-Rhône is pleased to announce the debut of a consumer advertising campaign
this fall: "Côtes du Rhône: Always Right." The campaign is the first from the
region to run in the United States and will be featured in print publications in
addition to out-of-home executions in the New York market.

The campaign`s main goal is to increase spontaneous awareness of Côtes du Rhône
wines by U.S. consumers. "The U.S. is the second biggest market worldwide for
Côtes du Rhône wines. Given the growing popularity of wine among American
consumers in general, we thought the time was right to launch our first
campaign," said Oriane Beloud, Export Marketing Manager for Inter-Rhône, the
Avignon-based trade association responsible for marketing the region`s wines
worldwide. "Our efforts are dedicated to increasing consumption in the U.S.
market, a growth area, where the population doesn`t require as much education as
an emerging market like Asia. At the same time, we are reinforcing recognition
of the names of the various A.O.C.s in the region to help encourage recall in
the Rhône section at the retail level."

The campaign, "Côtes du Rhône: Always Right," reflects the versatility of wines
from this famed region which encompasses more than 191,750 acres of vines and
6,000 growers in the southeast of France. Côtes du Rhône wines are noted for
their incomparable quality and wide range is styles, offering choices for causal
or formal situations at a variety of price points. The campaign is unlike any
other in the wine industry, where the practice has been to lure consumers with
picturesque images of vineyards or scenes of people in social settings. The ads
feature a variety of simple cues showcasing the versatility of Côtes du Rhône
wines, wines for every taste and every occasion, which consumers can identify
with when making decisions about wine pairings.

Created by ArnoldNYC, the campaign will appear nationally in publications
including Real Simple, Food & Wine, Fortune, Wine Spectator and Wine Enthusiast.
The campaign also will run in major regional markets in print on the East Coast
including New York, Chicago, Boston, and Washington D.C. In New York the
campaign will be featured on the Metro North & Long Island Rail Road on interior
car cards and platform posters. Wildpostings also will be featured city-wide.
"Côtes du Rhône is one of the most versatile and unique wines on the market.
We`re excited to bring Côtes du Rhône to life in a new campaign that mirrors the
fantastic qualities of the wine," said Lynn Power, President of ArnoldNYC. "To
see Côtes du Rhône make a statement to regain their rightful popularity in the
U.S. market is fantastic."

About Côtes du Rhône

Côtes du Rhône is the second largest Appellation d`Origine Contrôlée (A.O.C.) in
France with over 6,000 wine grape growers. Located along the Rhône River between
Lyon and Avignon, Côtes du Rhône wines are widely available in the U.S. and
offer diversity and value. A fruit forward and spicy taste profile that pairs
well with meals is indicative of Côtes du Rhône wines. www.cotesdurhone.us

Inter-Rhône
Hélène Meric, 00 33 4 90 27 24 00
hmeric@inter-rhone.com
or
HL Group
Carrie Crespo, 212-529-5533, ext. 273
ccrespo@hlgrp.com