The rise and rise of new world wines had framed Bordeaux as old fashioned and out of touch. Unfairly so. The wines are every bit as delicious as they ever were.
To connect with a new, younger audience, our ‘Good Food’ campaign was strikingly unignorable, modern, and more crucially, relevant.
The effect was astonishing: It was like dropping a hand grenade into the laps of the sleeping wine industry. Wine merchants and off licences rang us directly to ask for copies of the ads.
Best of all, against a backdrop of four years of continual decline in the wine market, Bordeaux has been one of the few shining lights to convincingly buck the trend.