The Bourgogne Wine Board (BIVB) has appointed SOWINE agency to lead Feeling Bourgogne, a new engaging consumer campaign that redefines the image of Bourgogne and Chablis wines for British consumers. At the heart of this initiative are two short films that capture the essence of Bourgogne Wines while inspiring a new generation of wine lovers.

“We are thrilled to launch the Feeling Bourgogne campaign in the UK, which is one of our most important export markets. This initiative reflects our commitment to bringing the accessibility and exceptional quality of Bourgogne Wines to a wider audience, including curious wine lovers. Through this campaign, we hope to inspire a deeper connection between consumers and the wines of our region.” – Laurent Delaunay, President of the BIVB.

Feeling Bourgogne on Films

The two hero films serve as the official launchpad for the Feeling Bourgogne campaign: one dedicated to Bourgogne Wines, and the other highlighting Chablis Wines - a distinctive part of Bourgogne. They bring everyday drinking occasions to life, showcasing wines through real-life moments anchored in shared quality time with wine, food, and loved ones, making them more relatable to modern consumers. From an intimate dinner at home to vibrant social occasions in the city, these brand-new films reflect the region’s desire to connect curious drinkers with the versatility and accessibility of its wines.

Feeling Bourgogne Campaign

The Feeling Bourgogne campaign aims to connect with today’s curious British drinkers on an emotional level, inspiring and educating them about the rich diversity of Bourgogne wines, with a particular focus on more accessible expressions such as Bourgogne and Mâcon wines plus geographical designations (e.g., Bourgogne Chitry, Mâcon-Uchizy), as well as the Chablis appellations. Brought to life through a series of engaging consumer activations, including key food and drink events like Taste of London and After Works at Humble Grape, the campaign is built around two distinctive claims:

“Manifest Your Bourgogne Energy” invites wine lovers to express the unique emotions and sensations evoked by each Bourgogne wine, from joy to surprise, making every tasting into a personal and vibrant experience.

“Bring Chablis to Every Party” captures the instinctive appeal of Chablis, a natural reflex to bring freshness, elegance, and conviviality to any gathering, from intimate dinners to festive garden parties.

To discover Feeling Bourgogne short films, click on the YouTube links here for Bourgogne Feeling Bourgogne - Manifest your Bourgogne Energy

and here for Chablis, Feeling Bourgogne - Bring Chablis to every party

Source: BIVB