Westbury Communications previously held the account.
Led by account director Sarah Tadier, Stir PR will work with Inter Oc, the trade body that represents Pays d’Oc IGP, to educate key influencers about Pays d’Oc IGP wines, with a focus on modern dining occasions. The agency will also develop a new group of Pays d’Oc IGP ambassadors, including well known French chefs and UK wine writers.
The UK and Ireland activity will form part of a pan-European campaign led by French marketing agency Venise. Venise has been working with Inter Oc for five years, to deliver a new brand platform and logo, as well as advise Inter Oc across the rest of its comms strategy.
Delphine Lorentz, communication and promotion manager at Inter Oc, said: "UK and Ireland is a key market for Pays d’Oc IGP wines, so it’s essential we are front of mind for the trade and consumers. With its extensive wine experience, along with its impressive little black book of contacts, Stir PR was the obvious choice for both Inter Oc and Venise to take on the job of raising awareness of Pays d’Oc IGP wines in the UK and Ireland over the next three years."