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Beringer sparkles

Published:  18 January, 2007

Beringer is to embark a major concert sampling campaign this summer to support the launch of its Sparkling White Zinfandel.

A marquee will be set up at 12 outdoor summer concerts, including Jools Holland, Ronan Keating, and Will Young, and the campaign will target 120,000 consumers. Competitions will be run at the gigs, with the chance to win the services of a Beringer butler' for the evening.

Jeremy Gibson, Beringer's European brand manager, said: We discovered that our target consumers, women aged 25 to 34, lead busy lives and spend

less and less time with their friends. As a result, when they do meet up, they want to make the most of their time together and use the opportunity to celebrate. The "pop" ritual of Beringer's Sparking White Zinfandel suits these occasions perfectly.'