FEATURE/European Winemakers Launch 'Questionable Origins' Ad Campaign Highlighting the Importance of Wine Appellations.

Business Editors/Feature Editors

FEATURE...

WASHINGTON--(BUSINESS WIRE)--Jan. 13, 2003

Bold question marks playfully underscore the importance of

matching products and their origins

Are the Europeans questioning the origins of America's gastronomic gems?

They are actually just teasing. But, that is how the Office of Champagne, USA's new advertising makes the point that consumers on both sides of the Atlantic know location matters and deserves protection.

The first flights of the advertising campaign reflect the concern of growers and producers from the Champagne region of France that their well-known brand is at times used incorrectly. But, it also highlights the growing trend among winemakers worldwide to rely on geography to build brands, promote their vineyards, and distinguish their products within an increasingly crowded field of vintners, at home and abroad. Furthermore, Burgundy and Chablis will also be joining the campaign in future flights to help make the point that by using geographic names of origin, American winemakers are able to not only differentiate their wines, but also inform the consumer about the product's origin and, therefore, its singular attributes.

Thomas Bruce, Director of the Office of Champagne, USA said, "different regions around the world offer different wine experiences. Consumers recognize that Champagne is a word associated with a specific famous wine district in France, not a generic term for sparkling wine as some would like them to think."

The campaign rotates several different bookmark-sized teasers, featuring bold yellow question marks, to suggest absurd places of origin to a series of well-known U.S. products, such as Washington Apples from Nevada? Monterey Jack from Alaska? Gulf Shrimp from Nebraska? "Our ads use the silliness of misplaced origins of American products to poke fun at the ludicrous practice of misappropriating geographic names on wine labels, " says Mr. Bruce.

The questions asked in the teasers are answered with full-page ads that explain why Champagne can only come from Champagne. Indeed, the sparkling wine of legends can only come from the unique region of France of the same name where centuries of experience, unique soils and climate, traditions, rules and talent make all the difference.

Bruce goes on to point out "what is true for Champagne is also true for America's famous wine districts. Clearly, American consumers expect true Champagne when they buy a bottle labeled Champagne, in the same way they will settle for no less from a bottle that hails from Napa, Willamette, or the Red Mountain wine district of Washington State. They are succeeding by proudly standing on their own two feet. They too express the uniqueness of their origins and want to be known as wines of Sonoma, Walla Walla, Carneros and so on. Borrowing the reputations of others to make a sale only misleads the American consumer."

The advertisements debuted this week in Vanity Fair, The New Yorker, The Economist, The New Republic, and The Weekly Standard and will continue to run in these publications as well as Wine Spectator and Saveur throughout 2003. The campaign was developed and coordinated by Chlopak, Leonard, Schechter and Associates. Creative and production of the campaign was handled by Blue Worldwide.

The Office of Champagne, USA, located in Washington, DC, is the United States representative of the Comite Interprofessionel du Vin de Champagne (CIVC), which represents the grape growers and houses of Champagne, France. The Office works to educate Americans about the uniqueness of Champagne and expand understanding of the need to protect the name of this important appellation.