Our brief: promote Alliance Loire’s new positioning

Traditionally, wine-growers' cooperatives have paid little attention to consumers, and suffered from a poor reputation for selling industrially produced, blended wine of vague origin. This was compounded by a decline in consumption, the growth in retailers’ own brands, and serious competition in France and abroad.

Alliance Loire therefore needed to make a fresh start, and take a new approach to the cooperative model – more supportive, more sustainable, and more attentive to consumers’ requirements.