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Wines of Lebanon launches UK campaign – May 2010
Many of Lebanon’s wineries, large and small, have come together to launch ‘Wines of Lebanon’, a generic campaign promoting the country’s burgeoning wine sector in the UK for the first time.
Lebanon has been making and selling wine since 7000BC. Today, modern technology and expertise combine with this strong heritage to create award-winning, world class wines.
Members of the Union Vinicole du Liban (UVL), the country’s trade association, have retained Coco PR to run the campaign under the direction of Madeleine Waters (who has previously worked for the Napa Valley Vintners and the Southern US Trade Association).
The campaign will focus on developing relationships with the UK trade and media via press and trade trips to Lebanon, on-going PR activity and an annual trade and press tasting. Coco will work closely with the wineries’ distributors throughout the campaign to ensure that the activity complements their work within the trade and support their sales efforts. A campaign logo has also been created and will be used on all materials.
Michael Karam, Beirut-based journalist and author of the 2005 award-winning Wines of Lebanon and long-time champion of his country’s wines said: “This campaign is exactly what Lebanon needs to move it forward and continue to get its wines taken seriously on the international stage.”
Lebanon is currently enjoying a renaissance as a tourist destination. Once known as the ‘Paris of the East’, Beirut was last year named as ‘one of the 44 places to go in 2009’ by the New York Times, and in October Gordon Campbell Gray [One Aldwych and Dukes London] opened his long awaited Beirut hotel Le Gray.
Karam continues: “For too long, Lebanese wine has hovered on the fringes of wine stardom. Now the wineries can really capitalise on the country’s growing popularity abroad and build on the reputation of one of its finest exports.”
Members of the trade interested in finding out more about the campaign should contact madeleine@cocopr.co.uk.