Major off-trade promotion for Brancott Estate's 40th birthday
Pernod Ricard’s Brancott Estate brand is marking its 40th anniversary with a major on-pack promotional campaign in the UK’s off-trade.
Bottles from the New Zealand winery will feature bottle neck-tags offering consumers the opportunity to win one of 40 wine cabinets from Liebherr, the premium Swiss manufacturer of wine coolers.
Each cabinet has a retail value of £849, and prize winners will also receive a case of Brancott Estate wines.
Consumer research undertaken by Brancott suggested that wine storage was a key issue for its audience, making Liebherr an ideal partner for the promotion.
The neck-tag is designed to stand out at point of purchase and drive sales through the campaign, which launches at the end of February and will run for four months.
Brancott Estate is the UK’s most popular brand of Marlborough Sauvignon Blanc in the off-trade, according to figures from Nielsen for the year to end January 2.
Sales are currently growing by 13% in both value and volume.
Toni Ingram, head of wines and Champagne at Pernod Ricard UK, says: “It has been 40 years since the first Sauvignon Blanc vines were planted on the Brancott vineyard and this a great time to celebrate Brancott Estate’s fantastic achievements following another year of impressive growth for the brand in the UK.
“As the UK’s best-selling Sauvignon Blanc and the first winery to plant Marlborough Sauvignon Blanc in 1975, we are confident our on-pack promotion will have great traction with shoppers.”
Brancott Estate promotional bottles will be available from all the UK’s leading multiple retailers, as well as across the impulse sector.