1. Bordeaux Wines –
communication strategy in Germany

2. Conceil Interprofessionnel des
Vins de Bordeaux
Founded
in
1948
Brings
together:
vi5culture,
trade
and
brokerage
3
missions:
economic,
technic,
Marke5ng
/
communica5on
110.200
hectares
of
vineyards,
60
Appella5ons
d‘Origine
Contrôlée
8000
winegrowers
and
300
wine
merchants

3. Strategic
approach
Create synergies between Social Media, PR and event
Load up the brand Bordeaux with a young and uncomplicated image
Show new occasions for winedrinking
Provide wine knowledge, storytelling about Bordeaux and its wines
Let the ambassadors speak

4. Basis for
communication
Selection „100 Bordeaux für jeden Anlass“: shows accessibility and
diversity of Bordeaux wines (5-29 €)
Brigitte
Issue: 26.03.13 / 08/2013
Circulation: 577.049

5. Our target group
Wine
unexperienced
Taste and quality are not
main interests
Distinctive price
consciousness
Entrants, students
18
Januar
2014
Neo
epicureans
Eating and drinking part of
their leasure activities,
higher quality
consciousness
Social Web affine,
image heavy
Young families, foodies
Wine experts
Wine important part of their
lifestyle, high quality
consciousness
Share their experiences in
the Social Web,
argumentative
Blogger, (Bordeaux)
experts
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5
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6. Meet our target groups
18
Januar
2014
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6
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7. Event

8. Apéros Bordeaux – concept and idea
•
After-Work event series: 4 events in Germany with wines of
the selection, live music and DJs, winemakers from
Bordeaux, sommeliers and aromaparcours
•
Create a „Bordeaux wine“ experience: focus on “enjoying life/
leisure time“ rather than wine expertise, show the accessibility
and easiness of Bordeaux wines
•
Promotion on all social media channels
•
Creation of incentives for bloggers
• Exclusive workshops
• Integration in invitation process
•
Encourage sharing by event guests
– WiFi
– #aperosbdx
•
Target group: wine unexperienced and bloggers
18
Januar
2014
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8
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9. Apéros Bordeaux – results Munich
Quantitative results
• 450 guests in Munich, between 25 and 45 years old
•
27 bloggers and journalists
•
High interaction and reach on major networks with
#aperosbdx
Qualitative results
• Established Apéro as a concept and introduced Bordeaux
wines as affordable, special and fun wines in our target
group
• Successful link between on- and offline promotion activities
• The events and wines are now more tangible for the online
community
• Attendees expressed their enthusiasm and satisfaction via
Social Media before, during and after the event
18
Januar
2014
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9
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10. Vinocamp
2013

11. Vinocamp - concept and idea
•
Barcamp for wine blogger and experts
in Germany
•
Refresh blogger contacts face-to-face
and get insights into relevant topics of
“wine onliners”
•
Focus on Bordeaux’s huge variety and
foodpairing with a session including a
tasting. Offered an aromaparcours incl.
a raffle
•
Target group: wine experts, wine and
food blogger
18
Januar
2014
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11
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12. Vinocamp - results
•
Bordeaux differed from other sponsors in terms
of active involvement during sessions
•
High interest in session and the aromaparcours
with a lot of competitiveness going on
•
High interaction in Social Media by mentioning
„Bordeaux Wein“
•
The feedback online and offline was positive and
blogger relations have started to benefit from
making that big of an impression
•
The Vinocamp 2014 will have a food & wine
focus, explicitly thanks to the great reception of
our session
18
Januar
2014
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12
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13. Flaschenpost

14. Flaschenpost – concept and idea
•
Online raffle on blog and Facebook
•
food & wine pairing and fun wine knowledge
•
Each Flaschenpost week has a thematic hook,
presented in a teaser video (e.g. aromas and flavours,
cuisine bordelaise, herbs and white wines...)
•
Present 6 wines with matching blogger recipes.
Comment on one of the blog posts to win the wines
•
FB ads promote the special
•
Target group: neo-epicureans, foodies
18
Januar
2014
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14
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15. Flaschenpost – results
Quantitative results (#3)
• Blog
– 345 interactive comments on the blog
– Average duration of stay 3:24 min.
– Notable peak (over +200%) in blog views
– Bouncing rate 50%
• Facebook
– Reach and interaction increased
– Better ad performance
Qualitative results
• Could identify the engaged 1 % to enter into a long-term dialog – brand
ambassadors
• Using the synergies of all channels works well
Januar
2014
18
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15
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16. Merci!
@bordeaux_wein
@segmentapr
@AlenaMohr