Pernod Ricard’s Brancott Estate brand is marking its 40th anniversary with a major on-pack promotional campaign in the UK’s off-trade, offering wine drinkers the chance to win a wine cooler cabinet from premium Swiss manufacturer Liebherr.
There are 40 of the cabinets, which have a retail value of £849, on offer and prize winners will also receive a case of six bottles of Brancott Estate wines.
Bottles from the New Zealand winery will feature neck-collars promoting the prize draw; consumers have to go to www.winwithbrancottestate.co.uk and enter the unique code from the back of the neck collar to enter an instant win prize draw. Prizes have been allocated by ‘winning moments’, and the first person to enter a code on or after that time will win.
There is a No Purchase Necessary route for Northern Ireland.
Brancott says its consumer research suggested that wine storage was a key issue for its audience, making Liebherr an ideal partner for the promotion.
The neck-tag is designed to stand out at point of purchase and drive sales through the campaign, which launches at the end of February and will run for four months.
Brancott Estate is the UK’s most popular brand of Marlborough Sauvignon Blanc in the off-trade, according to figures from Nielsen for the year to end January 2nd 2016. Sales are currently growing by 13% in both value and volume.
Toni Ingram, head of wines and Champagne at Pernod Ricard UK, says: “It has been 40 years since the first Sauvignon Blanc vines were planted on the Brancott vineyard and this a great time to celebrate Brancott Estate’s fantastic achievements following another year of impressive growth for the brand in the UK. As the UK’s best-selling Sauvignon Blanc and the first winery to plant Marlborough Sauvignon Blanc in 1975, we are confident our on-pack promotion will have great traction with shoppers.”
Promotional bottles will be available from all the UK’s leading multiple retailers, as well as across the impulse sector.