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Article: Worldbeat.
- Article from:
- Wines & Vines
- Article date:
- January 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Wines & Vines. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Think of Bordeaux and most likely the names of the great (and not so great in some cases) classified growths come to mind. There's an image of sparkling crystal, decanters and old white guys sitting around with a glass up their nose.
Only problem with that image is there is a lot of wine in Bordeaux that isn't classified and in a crowded global market, the French have to find ways to sell it. The Bordeaux Wine Bureau introduced an edgy new print advertising campaign at the end of 1999 designed to sell the idea that Bordeaux wines are hip and sexy. Under the general title of a propos Bordeaux, the campaign moves away from the traditional lifestyle/product wine ...