Following its introduction during Wine Paris, Côtes du Rhône's new positioning will roll out across all of its key markets globally.

The new campaign focuses on the features of the appellation which have made it one of France’s leading AOC such as its history, the expertise of its winemakers and wine merchants, cultural heritage and provenance.

While the wines are popular with traditional customers, the appellation now wants to reach out to younger drinkers looking to learn more about wines and the region they come from.

“Our new campaign showcases the key qualities that have made our wines so popular,” said Philippe Pellaton, co-president of the appellation.

“We’re celebrating our terroir, experience, rich diversity and extraordinary heritage – elements that are truly unique to us. 

“We’re convinced this visual approach will resonate with both the trade and curious wine lovers, in the UK and globally."