I Heart Wine launches 187ml formats in to the on-trade

By Richard Siddle

Published: 06 May, 2013

Copestick Murray is to release its growing I Heart Wines brand in 187ml format to capitalise on more out of home drinking opportunities through the summer.

The new 187ml range will be available initially in the on-trade through selected Greene King and Belhaven pubs, and will include Pinot Grigio, Sauvignon Blanc, Chardonnay, Zinfandel Rosé, Merlot and Shiraz varieties.

To help support the launch, I Heart will also have a range of point of sale and beer mats available and run promotions through the featured pubs and via social media.

Rachel Archer, I Heart brand manager, said: "We are really happy to be adding a new format to the range which will take the brand into the on-trade as well as other new sectors. The Greene King and Belhaven competition we will be running is in-keeping with the brand being fun and light-hearted and it will be great to engage with consumers in this way. Th

"The brand is going from strength to strength and this new launch is building on the success of the current convenience and multiples channels, as well as opening up travel retail, outdoor events and sports grounds."

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