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TWE turns spotlight on Wolf Blass

Published:  16 October, 2017

Treasury Wine Estates (TWE) has launched a £500,000 push for Wolf Blass, including TV spots celebrating its award-winning history.

The TV advert, which is running now across key terrestrial and satellite channels, highlights the winery being named Red Winemaker of the Year at the International Wine Challenge (IWC) three times in the last ten years (2008, 2013 and 2016).

“We are delighted to launch this new TV advertising to talk directly to consumers about the outstanding quality credentials of Wolf Blass - year in year out the brand wins major recognition across the globe,” said Kirstie McCosh, marketing director, Europe at TWE.

The three recent wins as Red Winemaker of the Year at the IWC were the high watermark, with them reflecting a wine making team that consistently producede the highest quality wines year after year, she added.

The TV campaign will be supported by “significant” in-store activation support in key retailers.

In the grocery channel, there will be activation across the Yellow Label and Silver Label ranges. There will also be in-store sampling and advertising in Asda as well as the product being featured with Tesco’s “Drinks Festival”.

In the convenience channel, there will be activation in both Nisa and Bargain Booze, while more than 2,500 Point- of-sale kits will be going into retail clubs servicing the cash and carry sector.

In 2013, as well as winning the IWC award, Wolf Blass was also named International Winemaker of the Year at the International Wine & Spirits Challenge.

In the last two years, Nielsen figures show Wolf Blass Yellow Label to be the number premium (£7+) Australian sub-brand in the UK.