Constellation aims to use star quality
Constellation Europe is investing £3 million in Robert Mondavi in a bid to make the brand "a household name in the UK, as it is in the States".
The campaign will feature "sustained advertising" in quality newspapers and weekend colour supplements.
In addition, there will be a "strategic media partnership" with one national title and other promotions around the campaign in the off-trade.
The creative work focuses on memorable quotes from Robert Mondavi, the creator of the brand bought by Constellation in 2004.
Constellation's recent Wine Nation research suggested that Mondavi should target consumers who want knowledge about wine and wine brands, but "nothing too complicated". Clare Griffiths, vice president for marketing, said: "Robert Mondavi was a pioneer and a legendary winemaker. By using his stories, we are hoping to make the brand more relevant." for the UK consumer."