Georges Dubœuf, a name synonymous with the Beaujolais category, known for turning Beaujolais Nouveau into the international phenomenon it remains today, is launching a captivating new US campaign
November 7th – The platform and tagline are a cheeky play on words. Nouveau is the first wine of the vintage to be released, and it is not meant to be aged. Additionally, even decades after its launch, the anticipated annual release is a joyful celebration around the world every 3rd Thursday in November.
It Never Gets Old is being rolled out by Georges Dubœuf’s US importer, Quintessential, in partnership with Teuwen, An Evins Communications Company. The program aims to welcome younger drinkers, and those new to wine, to the festive nature of the Nouveau category and the heritage, quality and vibrancy of Georges Dubœuf Beaujolais Nouveau.
Pillars of the new campaign include:
- Creative: Working with leading design agency, Marine Lane, to bring the concept to life, showcasing Georges Dubœuf Beaujolais Nouveau and other items that never get old: good food, good music and good company. This new identity is expressed across photography, logo, color palette, typography, graphic styling and iconography.
- Social: Given the core target audience and inherently social aspect of this wine, the campaign focuses on the digital community through Instagram collaborations. With the themes of “Like Good Friends, Beaujolais Nouveau Never Gets Old” and “Classic Combinations,” influencers will capture the Georges Dubœuf Beaujolais Nouveau characteristics and the attributes that never get old.
- Media: Outreach to long-time fans in the wine media will continue as well as targeting new audiences with an infographic that will amplify the campaign’s visual storytelling and continue its playful and engaging tone.
- Consumer Engagement: Consumers can join in on the festivities with the First Wine of the Harvest sweepstakes: pick up and pop a bottle of Georges Dubœuf Beaujolais Nouveau 2023 and check your code to see if you win! Prizes with help set the scene of good food and good music for 20 winners to toast with good company.
“Georges Dubœuf has been part of the Quintessential family since January 2016 and we’re thrilled to usher in this new era for its Beaujolais Nouveau,” shared Dennis Kreps, Co-Owner of Quintessential. “The original creative coupled with dynamic content will help us connect and celebrate with new audiences.”
The release of Georges Dubœuf Beaujolais Nouveau 2023 with its new identity and tagline highlights the leading role and continued relevance of this historic brand.
