Integrated experiential & promotional agency, Brand Belief, has launched the Get Wine Wise campaign, which brings together seven leading wine brands in a fully integrated wine educational and tasting promotion.

The Get Wine Wise event was launched in September and runs throughout October. The aim being to educate consumers whilst also encouraging them to buy on the basis of provenance varietal, quality and value, rather than making price-led wine decisions.

Broadly based on a similar promotional format to that of the Gastro Alfresco programme, Get Wine Wise is supported by wine brands including Freixenet, J.P. Chenet, Blossom Hill, Viña Albali, McGuigan; plus premium wines; Errazuriz; from Chile, and Villa Maria; from New Zealand.

Get Wine Wise is a fully integrated promotion that consists of a travelling Wine-bar, which is supported by media/promotional activity and data-collection as well as trade support.

The RoadShow is currently reaching around half a million consumers and directly engaging with ¼ million; touring London and the South East at leading Tesco Extra stores as well as at mainline London rail terminals with wine experts on hand to offer consumers advice and guidance on purchasing and enjoying wine from countries around the world, complete with wine tasting and food matching tips.

The road show is being supported by a hi-impact print, online and social media promotional and PR campaign which will reach around a third of all wine buying consumers, plus a new Wine Wise website – www.getwinewise.co.uk

Brian George, Get Wine Wise, says: “We’ve felt for some time that although ‘take-home’ wine is a huge market, further growth and development is being hindered by the lack of basic consumer wine knowledge and the propensity to buy on price/deal alone, rather than on quality/taste and value.

“We’ve all seen consumers wandering up and down the wine aisle trying to make some sense of the Wine Wall and such areas as New World vs. Old or varietals vs. regions, and that of course assumes that all wines are correctly sited in the first place. So we felt that based on our experience with the Gastro Alfresco multi-brand experiential and promotional campaign; the same philosophy would apply to wine.”