Brancott Estate doubles marketing spend

By Gemma McKenna

Published: 08 April, 2014

Pernod Ricard UK has doubled its consumer marketing spend on New Zealand wine brand Brancott Estate.

A new campaign for the brand will focus on its pioneering heritage, and will run across print, online, mobile and social media channels.

The campaign will target food, wine, lifestyle and entertainment sectors to drive awareness of the brand with its target audience.

The media campaign builds on the brand's pioneering credentials - it was the first winery to plant Sauvignon Blanc in Marlborough in 1975. The adverts will play on the brand's status as a "wine visionary". This will be supported by the brand's 'Be Curious' platform which looks to combine innovation and exploration.

Lucy Bearman, head of marketing at Pernod Ricard UK, said: "This campaign gives us an opportunity to really tell the story of Brancott Estate to our key audience. Ever since we first planted grapes in Marlborough, we have not stopped innovating - this pioneering spirit is in our DNA. The campaign will showcase how this spirit goes into every bottle of wine we produce, and highlight how we continue to push the boundaries to this day with the recent launch of Brancott Estate Flight and Sauvignon Gris."

The firm's recent half-year results in February showed a slight sales increase in the UK, but said Jacob's Creek struggled in a wine market that is "highly sensitive to promotion" in the first half of the year.

Pernod Ricard owns Campo Viejo and Jacob's Creek wines, as well as Perrier-Jouët and GH Mumm Champagnes. ABSOLUT vodka, Havana Club rum and Jameson's Irish whiskey are also part of its portfolio.