Wine Society bids for youth appeal

The Wine Society, which bills itself as the world’s largest wine club, has brought in Luchford APM to modernise its image and boost membership numbers.

The club, owned by its members and headquartered in Hertfordshire, acknowledges that its brand appeals mainly to middle-aged men and is seeking younger members.

The agency is working with the society's buyer, Pierre Mansour, who until now handled media enquiries. Luchford's priority is consumer media, to which it will position the society as enabling 'fun with wine'.
The society, founded in 1874, claims to have more than 90,000 members.

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