Accolade Wines is investing £1m in a multi-brand Christmas campaign under the theme ‘It’s Treating Season’, which will roll out across the company’s wines and spirits as well as seasonal favourite, Stones Ginger Wine.
Each brand is set to launch its own mini Christmas creative that favours its brand personality and encourages consumers to buy their favourite wine during the festive period. Branded gift bags will also be rolled out across multiple customers and channels to capture the gifting market, which is particularly important for wine at Christmas, as 22% of consumers will buy wine over the Christmas period for gifting and are more likely to trade up when buying a gift.
Paul Hillier, Head of Trade Marketing at Accolade Wines, says: “Retailers can depend on Accolade Wines to drive their wine sales over the all-important Christmas trading period when consumers are looking for brands they can trust. With a stand-out portfolio of wines, including Hardys, Mud House, Kumala and Echo Falls, we can provide the retail trade with wines that will drive their sales when consumers are entertaining or gifting.”
Hardys – the Christmas No 1
Hardys will see limited-edition on-pack neck tags on Hardys VR, Stamp, Nottage Hill and Crest, highlighting its status as ‘number one wine brand at Christmas’.
Echo Falls – the Christmas party wine
Echo Falls is introducing two activations as part of its ‘It’s Treating Season’ campaign. The first will include free disco ball key rings as an on-pack gift on ProsEcho Falls, Echo Falls Summer Berries Vodka and Echo Falls Pink Gin, to drive awareness and inspire purchase for its fast-growing spirits range. The second part of the Christmas activation will see on-pack neck-flags on selected lines of the Echo Falls varietals and Echo Falls Fruit Fusions, giving consumers the chance to win a disco ball.
Mud House and Jam Shed– Christmas cheer
Accolade’s Mud House and Jam Shed, will both see the Christmas activation rolled out via on-pack neck-flags across their bottles. The brand will encourage customers to enjoy Jam Shed on winter nights by including mulled wine recipes on its neck tags. Mud Houseis giving away Virgin Experience vouchers on neck flags, reflecting the brand’s adventurous nature and summer Rat Race sponsorship.
Stone’s Ginger – the perfect taste of Christmas
Stone’s is introducing on-pack neck flags to its classic Ginger Wine. Consumers will be prompted to try a Stones G&G, gin and ginger ale, via an on-pack mechanic across the range to encourage trial. The brandwill additionally roll-out on-pack neck collar with Christmas recipe serving suggestions across its Stone’s Gin G&G bottles.
Ade McKeon, Regional Managing Director, Europe at Accolade Wines, says: ‘We are committed to bringing the trade a one-stop shop of best-selling brands that are supported at point of sale to drive purchase and repeat sales over the festive period. We are confident that our Christmas ‘It’s Treating Season’ campaign across our top-performing brands, will connect with consumers when they are buying their Christmas wines, impulse purchasing and gifting for family, friends or thank you presents,” adds McKeon. “All our insight shows that consumers are looking for brands they can trust, particularly at Christmas, and our portfolio gives shoppers the confidence to buy where they see it stocked.”
Accolade Wines’ ‘It’s Treating Season’ campaign will run from October to December 2019 across multiple and independent channels.