News Briefs for November 4, 2014November 4, 2014
•The Bordeaux Wine Council (CIVB) has launched a new global ad campaign aimed at promoting a “rediscovery of Bordeaux as a world reference in terms of wine quality and expertise.” A continuation of the region’s “BordeauxTomorrow” positioning, which debuted in 2010, the new push looks to boost Bordeaux’s $55-and-under segment, with a focus on the depth, versatility and accessibility. Running under the tagline “There is so much to discover,” the new ads are rolling out across print, digital and out-of-home formats in the U.S., France, the U.K., Germany, China, Belgium and Japan. Bordeaux exports to the U.S. rose 3% to 2 million cases last year.
•Anheuser-Busch’s Budweiser brand has released a new, limited-edition 18-pack ahead of the holiday season. Boxed in a wooden crate, each pack includes 18 bottles of Budweiser featuring classic label designs, as well as a pair of pilsner glasses. 10,000 crates will be available nationwide. Concurrently, Budweiser is updating 1.6 million cases of its 12-, 18- and 24-pack bottles with classic labeling, commemorating the brand’s last label before Prohibition (1918), its first label following the repeal of Prohibition (1933) and its design for Budweiser’s 100th anniversary (1976). The limited edition repack and crate rollout will be supported by a television and social media campaign, inviting consumers to “Round Up Your #HolidayBuds.” Budweiser has also introduced a new 16-ounce recloseable aluminum bottle in recent weeks.
•Hubert de Montille, the retired proprietor of Domaine de Montille, one of Volnay’s top estates, died November 1, Wine Spectator reports. He was 84. The iconoclastic and cantankerous de Montille was born into a family of aristocrats and prominent lawyers in 1930 and assumed the reins of the domaine in 1947 at the age of 17. Once consisting of 85 acres, the winery’s vineyards had been sold gradually as the family needed money. By the time Hubert took charge, only 7 acres remained. Under Hubert’s management and eventually his son Etienne’s, Domaine de Montille regained its former prominence, growing from that 7 acres in 1947 to its current 86.5 acres. Hubert was a staunch defender of its terroirs, even to the point where he matched each of his Volnays or Pommards with different dishes. De Montille is survived by his children, Etienne and Alix, who co-own Domaine de Montille and Château de Puligny-Montrachet.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.