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Blossom Hill in £1.2m rosé wine push

Published:  29 March, 2012

Blossom Hill is hoping to drive the appeal of rosé to a wider audience this summer with a £1.2 million marketing campaign.

Called "Get things started with the taste of summer", the push will use the calendar of summer events to encourage consumption occasions.

Blossom Hill is hoping the campaign will add value to the category by driving frequency of rosé over the summer. Currently rose is only drunk 4.5 times a year with 23% of consumers not choosing rosé because they don't know when to drink it, according to Nielsen figures.

By linking rosé to food, Blossom Hill also hopes it can drive higher relevance against a wider wine drinking audience. This is backed by Nielsen figures that show 24% of consumers would be likely to consider rosé as a wine for an aperitif or to enjoy with starters.

The camapign will focus on the core rosé range and encourages consumers to position it at the start of their meal, event or get together. It will include outdoor, digital, press and radio advertising, supported by Facebook activity.

An on-pack promotion will drive visibility in-store with a text to win mechanic, giving consumers the chance to win starter platter dishes with Blossom Hill every day of the summer. Shelf barkers with recipe ideas and recommendations have also been developed with celebrity chef James Tanner.

Joanne Morgan, brand manager for Blossom Hill at Percy Fox and Co., said: "Blossom Hill rosé is a popular choice with consumers. Add to this that 2012 is set to be the biggest summer yet and there is even more reason to choose it as the perfect wine to start the summer.

"We hope that this campaign demonstrates our rosé category insight as well as our ambition and commitment to grow the category for the long-term by to reinforcing Blossom Hill's sociable, warm and approachable personality."