PARIS, FRANCE: The Burgundy Wine Office in Paris hired Fleishman-Hillard to serve as AOR for global exports in an approximately $1.5-million-plus (€1 million-plus) project, beginning September 1. Known as the Bureau Interprofessionnel des Vins de Bourgogne (BVIB), the group serves as the marketing board for the Burgundy wine region.
Based in the agency's Paris office, Fleishman will oversee press relations, training, and events in wide-ranging markets, including the US, Japan, and Russia, according to Nelly Blau-Picard, BVIB marketing and communications manager for exports.
“We were looking for [an agency] who would understand Burgundy is not only wine, but has a very specific [environment], history, and international [reach],” Blau-Picard said.
Fleishman will adjust messages developed in Paris to regional markets as necessary, said Blau-Picard, who noted that more than 50% of the wine produced is exported.
“In the US market, there's greater emphasis on the different variety of chardonnay and pinot noir, which would be communicated to trades and consumers, whereas in Asia we would speak about the history of Burgundy," Blau-Picard said.
The group also aims to shed an "old-fashioned" image.
“We wanted an agency that would help us place [Burgundy] into an contemporary environment and take away from the image of being old-fashioned and for special occasions, but still keeping [the wine's] prestige," Blau Picard said.
Fleishman won the three-year contract after the company's tri-annual review, which began in January. Blau-Picard declined to name its outgoing agency or the six other agencies invited to pitch in the four-round review.