The French may love Zizou, but they'd like their wines to piggyback on cricket, maybe because it is a gentleman's game and soccer has become horribly associated with lager louts. Taking the first step in white flannels will be Côtes du Rhône wines, which will start advertising at cricket grounds in the UK this summer, reports Just-Drinks.com.

The Côtes du Rhône signage will appear at a number of televised high-profile matches, which will reach 400,000-450,000 viewers.

The advertising space will be used to communicate the popular line: 'Think Red. Think Côtes du Rhône. Francois Drounau, export manger for regional wine body Inter Rhône, commented: "We feel this is a great opportunity to communicate to a large audience within a fun and entertaining environment, providing a perfect match for our wine."

For this and more updates on the alcobev industry, go to http://www.just-drinks.com