Will Greenwood teams with Wolf Blass to find world's greatest ever rugby players

By Mathew Lyons

Published: 03 August, 2015

Australian wine brand Wolf Blass has teamed up with Will Greenwood, a key player in England's 2003 Rugby World Cup-winning team, to launch a rugby-themed UK promotion.

The #WinningLineUp campaign aims to identity the members of the greatest rugby union team the world has ever seen.

The campaign is based around Yellow Label Limited Edition rugby bottles and will run for 12 weeks from 10 August to 25 October.

There will be 15 different wine labels, one for each position in a rugby union team.

For the first ten weeks of the campaign, consumers will be given the chance to enter the #WinningLineUp competition either online or on social media by voting for the best player to play in a particular position. A different position will be voted on each week.

Each week's votes will be counted and the winning player announced. After each announcement, two fans will be chosen from among those who voted that week. They will each win a case of six of the Wolf Blass Yellow Label Limited Edition Rugby bottles, with a choice of either red or white wine.

In the final week of the campaign, the definitive #WinningLineUp, as voted for by Wolf Blass consumers, will be announced, together with the winner of the competition's grand prize.

Will Greenwood, teaming up with Wolf Blass

The overall winner will receive a VIP rugby weekend for four people, including tickets to a 2016 Six Nations game and the chance to mingle with current and ex-players.

Will Greenwood will be participating in the online debate throughout the promotion via his own Twitter feed and the Wolf Blass website. He will also be discussing the competition on national and local radio.

The limited edition bottles will be stocked in all channels of the off-trade, and the campaign will be supported with considerable in-store promotional material.

Mathew Bird, marketing director EMEA & Asia for Treasury Wine Estates, which owns the Wolf Blass brand, said: "Rugby fans love talking about the game, be it at the stadium, at the pub or tweeting at home - and there can be no better rugby debate than who will make up the best team in the history of the game. "#WinningLineUp perfectly links into this."

#WinningLineUp is the latest in a long line of Wolf Blass campaigns associating its brand with sporting excellence. It has previously sponsored Sky Sports coverage of The Ashes and devised an advertising campaign, aired during US Open tennis, Formula 1 and the Ryder Cup among other events, which featured its iconic brand eagle soaring over some of the world's leading sports venues.

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