PDO Rosé : Greatest Quality Wines from Europe

In 2021, 2 vineyards dedicated to PDO Rosé (Provence and Valtènesi) decided to join to carry out a communication campaign on the quality of PDO rosé in Europe (Germany, Belgium and the Netherlands) for a period of 3 years (2022-2024).
After a successful campaign, they decided to reunite again to extend this campaign for 3 more years, to strengthen even more the knowledge and recognition of PDO quality and rosé wine know-how among European consumers. To gain in efficiency in spreading the messages around the PDO label, they are focusing this new campaign on a strategic European market : Germany.
Germany is the 2nd largest market for rosé wine consumption, and shows a trend towards premium products. This market offers significant potential for premium rosé wines, thanks in particular to the high appreciation of PDO certifications, which are perceived as a guarantee of quality and tradition.
The main target of this program will be the Millennials and Generation Z as their knowledge about the PDO is low compared to older generations. Knowing that these consumers are prone to pay more attention to quality, the primary way to establish a profile for PDO labels is by addressing 2 key messages: the quality of rosé is linked to the specificities of the place of production and production standards of PDOs are strongly linked to the protection of the environment.
To raise awareness on the uniqueness of PDO rosé wines from Provence and Valtènesi, the campaign will continue, as in the previous 2022-2024 campaign, to communicate on 4 main pillars typical to both regions and PDO rosé wines: high standards, unique know-how, vibrant lifestyle and breathtaking landscapes.
In line with the campaign objectives, the program will combine a balanced mix of activities dedicated to sharing information via digital platforms, establishing reputation and credibility through the Press and driving opportunities for the Trade to experiment the products.
Total budget of the proposal : 2 048 174€