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Cono Sur pushes chilled Pinot Noir

Published:  15 May, 2012

Chilean producer Cono Sur is on a mission to encourage consumers to drink chilled Pinot Noir this summer with a new on-trade targeted campaign.

Running from June to September, the push aims to inspire consumers to be more adventurous by highlighting chilled Pinot Noir as "a refreshing drink that works well with summer food and as an alternative to the usual summer favourites".

Participating outlets will receive customised POS packs containing posters, bunting, wine cooler bags and t-shirts for bar staff, featuring the slogans 'lighter, fresher, cooler' and 'keep cool and drink chilled Pinot Noir'.

The packs also include tent cards with thermometer strips, which encourage consumers to check the temperature of their glass or bottle of chilled Pinot Noir to win prizes. Staff training sheets will also be included, providing basic wine information, selling tips and details about the benefits of drinking chilled Pinot Noir.

Cono Sur brand manager Nicola Hale said: "Summer is always a key trading period for the on-trade, and with the Jubilee and Olympics taking place this year, the competition to entice customers into pubs and bars in summer 2012 is going to be fiercer than ever.

"We're proud of our reputation as Chile's top Pinot Noir producer so we're delighted to be supporting our customers with the Chilled Pinot Noir campaign and we are confident that by associating chilled red wine with summer in such an innovative and engaging way, we will create a whole new drinking experience in the on trade that will boost our customers' sales at this important time of year."