Media Relations: Bordeaux wine in Old Vic link-up

Mouton Cadet, Bordeaux's biggest wine brand, is sponsoring iconic London theatre The Old Vic to attract younger drinkers.

The campaign by Phipps PR will alert consumer and London press to company founder Baroness Philippine de Rothschild's acting career at renowned theatre group La Comedie-Francaise.

Surveys and the opening of The Philadelphia Story will be used as news hooks. The sponsorship coincides with Kevin Spacey's first season as artistic director.

The wine relaunched last year with a fruitier blend.

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