Refresh Your Wine: Côtes du Rhône Reinvents Freshness
This summer, Côtes du Rhône is bringing a fresh dynamic to its communications with “Refresh Your Wine”, a bold new campaign that invites consumers to (re)discover the appellation through a more spontaneous, contemporary approach that reflects today’s lifestyles and drinking occasions.
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A New Vision of Wine: More Freedom, More Accessibility
Consumer habits are evolving. Young adults are increasingly looking for simplicity, conviviality and flexibility in their wine experiences. In response to these new expectations, Côtes du Rhône has chosen to adopt a language that resonates with them: modern, approachable and accessible.
The campaign is primarily aimed at 21–40-year-olds, whether they are wine enthusiasts or simply curious about discovering new taste experiences.
Under the banner “Refresh Your Wine”, the appellation promotes an approach that puts simplicity and spontaneity first, encouraging everyone to enjoy Côtes du Rhône wines in everyday moments, without intimidating rituals or conventions.
Chilled Wines: Revealing Another Side of Côtes du Rhône
Serving wine chilled is not new for Côtes du Rhône. In 2024, the appellation launched an initial campaign to introduce this different way of appreciating its wines. Today, the concept goes even further: freshness becomes a genuine expression of the brand.
Rosés, whites and even reds can all be enjoyed at a cooler serving temperature. Whether as an aperitif, during a meal on a terrace, at a dinner with friends or during moments shared in the city, chilled wines naturally fit a wide variety of consumption occasions.
The objective is simple: to place ease, pleasure and spontaneity back at the heart of the wine experience.
A Campaign That Breaks Traditional Wine Codes
With “Refresh Your Wine”, Côtes du Rhône unveils a strong visual identity designed to move away from traditional representations of wine.
The campaign is built around a contemporary graphic universe where colour, light, texture and sensations of freshness take centre stage.
The appellation’s three wine colours come to life through immersive and sensory visual storytelling:
- The vibrant energy of rosé (pep’s of rosé)
- The brightness of white
- The intensity of red
The campaign also features colourful and impactful taglines that highlight each wine while maintaining a consistent overall signature.
An Appellation in Tune with Its Time
More than just a communication campaign, “Refresh Your Wine” reflects Côtes du Rhône’s ambition to remain a vibrant appellation, close to consumers and attentive to evolving lifestyles and the expectations of new generations.
Deployment in France and International Markets
Launching from 6 July, the campaign will be visible in France as well as in several key export markets: Belgium, the United Kingdom, the United States and Canada.
With “Refresh Your Wine”, Côtes du Rhône reaffirms its ability to innovate and embrace new ways of enjoying wine. An invitation to experience the appellation’s red, rosé and white wines from a fresh perspective—and savour them under the sign of freshness.
Drink responsibly