Côtes du Rhône Crus wines are relatively well distributed in the UK; however, their image is still sometimes perceived as outdated or lacking accessibility.
By pairing each Cru with iconic or emerging musical identities, the campaign created an emotional, multi-sensory journey that brought the appellations to life in a contemporary and engaging way.
The experience-led format combined tastings, storytelling, education and live performance, appealing to both the wine trade and a younger generation of culturally curious consumers.
The “All You Need is Rhône” tasting took place at The Vinyl Factory, showcasing 16 Côtes du Rhône Crus appellations. Each cru was paired with iconic British bands such as The Rolling Stones, Led Zeppelin and Queen, creating a distinctive bridge between music and wine culture.
The event unfolded in two phases, a trade tasting followed by a consumer session, featuring thematic masterclasses led by Matt Walls and Colin Thorne.
A strategic partnership with Sofar Sounds added cultural credibility through intimate live performances, while podcast recordings and targeted media outreach ensured sustained visibility within the UK market.
