Black Tower celebrates 50th birthday with new campaign

By Lisa Riley

Published: 07 March, 2017

Black Tower - the producer of Liebfraumilch - is celebrating its 50th birthday with a new campaign and an on-pack promotion.

Black Tower is celebrating its 50th birthday with a new campaign and an on-pack promotion.

The German wine brand's core range is this week being rolled out in bottles adorning a 50th gold crest as a nod to the metal associated with the milestone.

In addition, Black Tower has unveiled a creative platform for the UK in a bid to reach a new generation of consumers through a social media and "influencer first" approach.

The #CheersToMe campaign, running from this week spanning press, sponsorship and sampling activity, is focused on championing the little "everyday moments and achievements" and encourages consumers to raise a glass to their personal success - whether that be leaving work on time or getting the kids to bed early.

The celebratory activity formed part of Black Tower's strategy to "stay ahead of the curve" and respond to changing wine preferences of new and long standing consumers, said Alexander Rittlinger, MD of producer Reh Kenderman.

"Looking ahead to the next 50 years, it's important to remain authentic, relevant and true to the brand's heritage and we firmly believe that the #CheersToMe platform embodies this and is exactly what Black Tower represents."

Heavy investment throughout the years in evolving Black Tower to keep it "fresh and relevant" to consumers, alongside "cutting-edge wine making technology", had allowed the brand to respond to shifts in consumers' tastes and stand the test of time, said Rittlinger, adding innovation would continue to "sit at the heart of the brand".

Along with Fruity White, Black Tower also includes Silvaner Pinot Grigio, Sauvignon Blanc, Riesling, Rosé, Blush and Smooth Red as well as White and Pink Bubbly plus B by Black Tower - a range of low alcohol and low calorie wines.

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