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Ad campaign urges consumers to “Unmask the Truth”

The US Champagne Bureau has launched its “Unmask the Truth” ad campaign, rallying consumers and demanding that lawmakers protect wine place names on wines sold in the United States.

The ad, which can be viewed at www.champagne.us features a mask over a sparkling wine bottle mislabelled “American Champagne,” and asks consumers to voice their support for truthful wine labels that ensure consumers know where their wine comes from.

“With consumers paying even more attention to how they spend their hard-earned dollars, we believe it is equally important US consumers be clearly informed about where their wines come from,” said Champagne Bureau director Sam Heitner.

“Support for truth-in-labelling is growing, with the involvement of consumer groups and members of Congress weighing in on the issue for the first time this past year.”

US policymakers have recently begun focusing on the issue.

Members of Congress sent a letter to the Secretary of the Treasury urging a review of the Alcohol and Tobacco Tax and Trade Bureau’s wine labelling system.

Shortly after, the National Consumers League, America’s pioneer consumer organisation, contacted Congress in support of reforming US wine labelling laws to better protect consumers’ right to truth-in-labelling.

The main elements of Champagne’s advertising campaign includes a wrap of a city tour bus in Washington, DC and billboards in the heart of San Francisco’s downtown district.

The campaign incorporates an aggressive online presence in top national newspapers such as NewYorkTimes.com, SeattleTimes.com, WashingtonPost.com and TheEconomist.com as well as placements on select American Airlines flights and drive-time radio.

The campaign also includes print advertisements in influential news magazines - The New Yorker and TIME — as well as in two prominent Capitol Hill publications - The Hill and Politico.



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