Inter Rhône, the trade body that represents France’s second largest AOC wine region, has chosen the Belleville Collective as its retained UK PR agency following a competitive pitch process.

The consultancy will be in charge of raising awareness of the region and its appellations via a dedicated PR programme. Focused on events and media relations, it will raise exposure of the wines to UK consumers via a platform that links wine with music. The campaign will capture Rhône’s fundamental messages of premiumisation, quality and versatility in a compelling and creative way.

The team will also support Inter Rhône’s marketing team at key moments of the year, including its presence at this year’s London Wine Fair.

“This is an exciting year for us, the UK is one of our leading export markets and it’s crucial that we continue to build relationships with key writers. The Belleville Collective’s solid PR strategy, experience and wealth of contacts made them a strong choice for partnership. We look forward to expanding our presence in UK media across all channels in 2019,” says Anne Georget, UK PR manager for Inter Rhône.

The Belleville Collective’s founder, Fiona May, says, “We’re thrilled to be working with one of France’s most iconic wine regions. Rhône’s impeccable reputation often precedes it. We’re looking forward to bring to life its quality, versatility, and accessibility via a campaign that will resonate with the hearts and minds of relevant audiences.”