Beaujolais: "Licensed to Chill" expires this summer

Cheers, April, 2007

This summer marks the final year of the three-year "Licensed to Chill" campaign promoting Beaujolais wines in the U.S. To date, the program was focused on major markets in New York, Los Angeles, Chicago and San Francisco; this summer it extends its reach into the Atlanta region. Campaign advertisements reflect a young adult demographic and reach out to hip, urban consumers in the 25 to 35 age range, which is identified as the perfect customers for Beaujolais--"an unpretentious, easy-drinking, crowd pleasing" red wine, officials say.

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Promotions are themed around casual activities like barbecues and picnics in target-heavy areas like Williamsburg, N.Y.; Virginia Highlands, Ga., Hayes Valley in San Francisco and Wicker Park in Chicago. Education is a hallmark of the collateral pieces, which include recipes and instruction on the 10 Cru Beaujolais regions.