BIG BROTHER BOOSTS BLACK TOWER

Published: 23 July, 2008

Sales of Black Tower, the German wine brand, have soared by 44% compared with the same period last year (August 2002 versus 2001 recorded warehouse sales), despite no major sales promotion. Black Tower benefited instead from being the wine of choice for the contestants on Big Brother, Channel 4's reality' TV show, screened during June and July. The housemates' were often shown drinking Black Tower and mentioning it by name as the series progressed. However, AC Nielsen figures to the end of June show a sales increase of 20% MAT, following the range redesign, but prior to its appearance on Big Brother. Black Tower said its retail figures are expected to rise when the effect' of Big Brother filters through. This growth is to be consolidated with a 1 million advertising campaign to target social wine drinkers and wine experimenters'. The company said that 89% of its most regular consumers - women aged 25-44 - will see a Black Tower advert on average eight times between October 2002 and May 2003.

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