By creating VDF Cocktails, Anivin de France is revisiting the approach to wine and aiming to shake up conventions.

The designation boasting the greatest freedom, inspired by current mixology trends, is innovating and creating VDF Cocktails in response to new consumer patterns. By combining a Vin De France varietal with a mixer, these typically French, low ABV cocktails give wine a more youthful image.

‘French Touch’-styled cocktails

The initiative has produced two collections, the Mules and the Tonics that come in three colours – white, red and rosé. The six recipes of VDF Cocktails are fresh yet indulgent and were created in collaboration with mixology expert and trailblazer Ugo and Spirits. The VDF Mule collection is a conversation about the spicy combo of ginger beer and varietal Vin De France wines, whereas the VDF Tonic collection teaches consumers to expect the unexpected by taking them into a world of indulgency where varietal Vin De France meets a dash of cucumber, hibiscus or rose and tonic water. The creations are a new spin on award-winning cocktails – the Moscow Mule, which ranks 11th, and the Gin Tonic, 30th in the “50 world’s best-selling classic cocktails” listed by Drinks International.
 

Bold launch strategy

To resonate with this new consumer target, Anivin de France has selected Instagram and Facebook as the key channels for the initial digital launch phase of its VDF Cocktails. Activities designed for the digital launch plan include an influence campaign involving around one hundred lifestyle, wine and food influencers along with barmen and mixologists, the creation of 100% French Touch illustrations by the artist Beax, and digital media campaigns.