This August, Campo Viejo, brings the vibrancy of Spain to the South Bank, London for one day only on Thursday August 15th.

The star of the show will be the Campo Viejo Rosé Fountain, a Mediterranean style pink water fountain, as Campo Viejo gives Brits the chance to live the Spanish way of life for the day. The fountain’s water jet will reach 6m in height (around the length of a London bus) and will be surrounded by several smaller jets bringing a riot of colour to the London skyline.

Visitors to the Campo Viejo Rosé Fountain will be able to toast the day long fiesta with cool, crisp glasses of the brand new Campo Viejo Rosé at the fountain’s pop-up bar, against a backdrop of Spanish-style music.

A selection of authentic Pintxos style street food from Jimmy Garcia and his home town of Asturias in Spain,  will be served up on the day.

Maria Huete, Campo Viejo’s wine expert will be hosting a selection of wine tasting and food pairing sessions throughout the day, giving visitors the chance to experience the taste of Campo Viejo Rosé.

Lucy Bearman, Brand Director for Pernod Ricard UK, says: “We may be in one of London’s most recognisable locations, but we’re really aiming to bring the sights, sounds and most importantly the taste of Spain to everyone who attends! As a wine, Campo Viejo brings people together and fuels the creation of lasting, colourful moments and experiences, and our Campo Viejo Rosé fountain is the perfect setting for people to savour the moment, as we bring a splash of pink to the London skyline!”

The Campo Viejo Rosé Fountain and bar, Observation Point is Gabriel’s Wharf, London, SE1 9LT. To book tickets for a one hour slot, from between 12pm – 6pm, please visit Biletto.co.uk. Ticket admission covers two complimentary glasses of Campo Viejo Rosé. Over 18s only.

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With Christmas just around the corner, Alistair Niven, Account Strategist at BD Network, takes a look at how premium wines can make a splash this yuletide – a season that’s defined by food, drink and social celebration.

Mistletoe and wine

It’s been an interesting year in the category. Since 2017, what have been classed (perhaps harshly) as ‘middle of the road’ wine brands have been in decline (you know the kind – available in the shop at the end of the road for 6 or 7 quid, they’ll do in a pinch if you don’t have access to a bigger store with more choice). ASDA alone culled 60 SKUs earlier this year in favour of more premium wine and spirit products (The Grocer May 2018). As a result, the category has immiscibly separated leaving value wines at the bottom and a premium wines at the top, with offerings in between slowly draining away.

Despite the volume decline, the value of the category has risen 3.6% (Kantar May 2018). Whilst possibly triggered by Mark Price’s comments in 2017 (Why you should always buy £10 bottles of wine), the shift toward premium wine has been attributed to two buying groups: the established wine drinkers who are looking to expand their repertoire and a new generation of millennial drinkers that have different purchasing habits. These new drinkers are more health conscious, motivated by experiences and because they drink less, they are willing to spend more on what little they do drink to enjoy premium quality (TRND June 2018). According to Mintel, over a quarter of this audience prefer to stay in and drink than go out to socialise so it could be suggested that wine lends itself to evenings in with friends and dinner (better say than spirits or beer).

‘Tis the season…

When you then add the benefits of the festive season to this landscape, Christmas becomes the Superbowl for premium wines. Vivino – a wine app for identifying, rating and recommending wine, seems to corroborate this as it sees a massive spike in usage throughout December (its peak for the year). And it’s not hard to see why.

At Christmas we don’t mind splashing out a little more to enjoy the best. It’s the one time of year we can collectively indulge in a little largesse without feeling guilty (until consciences return in January). A seasonal menu and cold winter nights provide more consumption opportunities for premium wines with an audience that prefers to stay in. It’s also a social time of year for catching up, with friends and family. As hosts we want to put on a good spread and as guests we want to bring something a little more special to the table. Not to forget gifting, which extends beyond nearest and dearest to include colleagues and even school teachers. In fact the opinion of those less close to us probably pushes us further into premium wine choices. Somehow a bottle of Barefoot for an end of term present doesn’t quite ring true at Christmas.

Eat, drink and be merry

So with the appetite confirmed and near perfect conditions, this is how we’d recommend premium wine brands convert sales this December:

• Category Signposting: Education and Navigation – Category leaders recognise that not everyone is a connoisseur yet, so helping consumers navigate an overwhelming category will make their wines more selectable than just the label. Brands can differentiate themselves at point of sale by moving beyond flavour profile and bringing to life the drinking experience (whether it be the food to be enjoyed with or special serves (e.g. perfect mulled with cinnamon, apple and cognac). This education starts out of store via carefully executed media to create purchase intent before shoppers even reach the wine section
• Distinctiveness – Standing out on shelf is the first hurdle to eventual selection when a wine choice is not predetermined. Here bottle finishes (shape, colour, material), limited edition packaging (boxes, sleeves, wraps) and unusual print finishes (varnishes, embossing, foiling) achieve great stand out and we’d be looking at how we could wrap our bottles this Christmas
• Gift positioning – Packaging and gifting solutions can provide a tipping point (remember the Coca-Cola ribbon label?) when there’s a shortlist of wines on offer. Something as simple as offering a free wine bag or the like can help a premium wine position itself as the ideal candidate for ‘bring a bottle’
• Co packed gifts – This is less about branded glassware and more about items of use that enhance the drinking experience. Items such as bottle stoppers that promote moderate drinking in more than one sitting or bottle top aerators that work as you pour are the types of items we’d recommend that premium brands offer
• Seasonal Food Pairings – Certain foods also enjoy sales uplift during the festive season (e.g. speciality cheese and meats). We’re expecting to see more partnerships between premium wines and seasonal foods, as it delivers on the experience that the millennial audience pursues, increases basket spend for retailers and can deliver out of category placement for sampling opportunities
• Increased spending on retailers’ site banners, ECRM and digital display – The urban millennial is a valuable target market for premium wines but living in cities means that they don’t drive a car. Whilst they rely on home delivery for the big shop, premium wine brands should leverage digital touchpoints to educate and get in basket
• Impulse and Convenience – The convenience channel still plays an important role for consumers grabbing last minute items ahead of hosting or attending a party. Premium wine brands should invest in out of category display units to capitalise on impulse purchase and prevent shoppers reaching the wine aisle
• 0 is hero – With so many parties on it’s important to spare a thought for the designated drivers and those unable to partake during the festive season. There’s a key opportunity for Low and No alcohol wines to cater to them this Christmas and also capitalise on the millennial audience’s more abstemious drinking habits. We expect more shelf space to be given over to these products in retail with a premium brand leading the way

Whatever you choose to indulge in this December, we wish you a very merry Christmas. Too soon?

BD Network is an independent Brand Activation Agency created to Murder the Mediocre. They believe the age of selling is over – it’s time to start engaging. They create engagement with meaning and help clients connect with the right audience at the right time, and in the right way. They do this by creating ideas based on three pillars: People; really understanding the audience and what makes them tick. Purpose; leveraging what a brand stands for to create meaningful engagement. Participation; inviting the audience to join in, making them feel connected and valued.

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Barefoot Wine & Bubbly is again running its successful #BareYourSole roadshow campaign across the UK during July. Now in its third year, the activity, which sees a Barefoot van travel the country, encourages people to be proud to be different and to revel in their uniqueness.

Research by the award-winning wine brand has revealed that 84% of Brits believe that being comfortable with who you are and being accepted for your true-self ultimately makes you happier.

Visitors to the Barefoot van will not only get the chance to try a range of the brand’s wines, but will also be invited to ‘bare their sole’ by proudly declaring their unusual hobbies, habits or passions on a Barefoot sticker – and the more unusual, the better!

The #BareYourSole tour will visit a range of locations between 4 and 29 July, including Liverpool, Leamington Spa, Manchester, London, Oxford, Brighton, Coventry, Bristol, Cardiff, Cheltenham and Birmingham.

The activity was created by global brand experience agency Sense, which is again running the campaign. Ciara Garratt, Account Manager at Sense, says: “Launched in 2016, Bare Your Sole champion’s Barefoot’s core values of diversity and inclusivity by encouraging people to share their hidden passions and celebrate each other’s quirks. Barefoot want to remove any pretentiousness surrounding wine and make it more fun and less serious. The concept has worked so well that we’re proud to be rolling it out for a third year in succession celebrating the fact that people feel happier when they are comfortable in their own skin and free to express themselves.”

Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.

Barefoot Wine & Bubbly started up in California in the 1960s. Its founders believed that wine should be more fun and less serious; and created a wine that could be enjoyed by everyone from first-time wine drinkers to hard-core aficionados. Barefoot Wine is the most awarded and #1 wine brand in the US and was introduced to the UK in 2009. Staying true to its grassroots beginnings, Barefoot Wine & Bubbly gives back to local non-profit groups through charitable wine donations. In addition to several years of cleaning British beaches with Surfers Against Sewage, Barefoot Wine & Bubbly has also supported the LGBT community for over 25 years.

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Calvet Wines has just launched its ‘Rue du Calvet’ campaign at the Blenheim Palace Flower Show this past weekend with an experiential activation featuring sampling and a celebrity chef.

Sampling a Sauvignon Blanc, a Muscadet and a St. Emilion, attendees were invited to try the wines with a selection of complimentary canapes designed by Calvet’s ambassador, Michelin-starred chef Glynn Purnell.

The activation, created for Calvet by experiential agency ignis, saw Purnell create dishes inspired by his memories and stories of France, then pairing them with the wines. This was captured on video and will be seeded across social channels over the summer. Brand Ambassadors were on hand to educate visitors about the brand and the wider ‘Rue du Calvet’ campaign.

“The Rue du Calvet campaign celebrates everything that is wonderful about France,” says ignis Executive Creative Director, Nick Peters, “at Blenheim we were able to engage with our audience in a tactile and multi-sensorial way, bringing the wine to life with stories that inspire people to take pleasure from great wine and good food in the way that our French friends do.  The quality conversations we had are a testament to this approach, and we’re excited to share this on social and broaden the conversation even further.”

Over the course of the three days (June 22nd to June 24th), six and a half thousand samples of wine were enjoyed by those who engaged with the activity.  The ‘Rue du Calvet’ campaign will run throughout 2018, celebrating and inspiring people to live with a little more ‘joie de vivre’ and create their own unique stories with Calvet.

Calvet Wines was founded in 1818 at Tain l’Hermitage in the Rhône Valley. It is a pan-appellation brand.

ignis is a multi-award winning independent brand experience agency based in Fulham. Over its 29-year history it has worked with a wide range of clients ranging from Jameson, Fuller’s to Betfair and Chivas.

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Accolade Wines, the UK’s leading wine company, has announced a £1m investment in a new campaign for Hardys, its No 1 wine brand and the official wine of England Cricket. The campaign will include TV sponsorship, a partnership with Sky, print advertising and prize promotions offering the chance to win cricket tickets and cricket merchandise.

The Rules According to Hardys puts the UK’s most trusted wine brand at the heart of family life with a warm and engaging theme about the different rules and quirks around families and the game of cricket.

The Hardys campaign will feature heavily during the cricket season including TV sponsorship of Channel 5 Cricket Highlights, which reaches 10.4m adults, a partnership with SkySports.com and cricket print media advertising. There will be a strong brand presence in England cricket grounds across the UK with perimeter boards, promotional activity and branded bars.

Hardys will be promoted in both the on- and off-trade including gondola ends, summer seasonal aisles and competitions to win cricket tickets and related branded products to drive awareness and purchase at point of purchase.

David White, Marketing Director for Accolade Wines, says: “We have consistently invested in Hardys sponsorship of the England cricket team over the last few years and now established our credentials as a long term supporter of English cricket. We are confident that this new campaign, The Rules According to Hardys, will connect with our consumers by raising a smile at the quirky ways British families interpret the rules and enjoy time together, especially when playing cricket.”

The campaign will extend to Hardys social channels through a partnership with the England and Wales Cricket Board to create a series of posts revealing the quirky personal family rules of those that grew up around the game.

The Hardys brand, with retail sales worth in excess of £275m a year, will also front a search to celebrate the unsung heroes of local grassroots crickets, and will be revealing its support for some unusual cricket traditions during the season.

Accolade Wines, which owns the Hardys brand, is a major global wine business based in Australia. It began as Thomas Hardy and Sons, founded in 1853, and now has operations in North America, the United Kingdom, Ireland, mainland Europe, South Africa, Australia, New Zealand and Asia. At the beginning of April 2018, US private equity firm The Carlyle Group bought Accolade for Aus $1bn. The sellers were Australian private equity firm Champ, which owned 80% of the business, and US alcohol group Constellation, which owned the remaining 20%.

Accolade’s Echo Falls brand recently signed up as the drinks partner of what is likely to be the summer’s hottest TV show, Love Island 2018, on ITV2, and will be offering the chance to win tickets to the live Love Island final.

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Accolade Wines has announced that its Echo Falls brand will be the drinks partner of what is likely to be the summer’s hottest TV show, Love Island 2018, on ITV2, and will be offering the chance to win tickets to the live Love Island final.

Accolade says that since its launch in 2003, Echo Falls has grown to be the second largest wine brand in the UK behind Hardys, with a sales value of £164m. Its sweeter styled Fruit Fusion sub-brand combines wine with other fruit flavours, including combinations such as strawberry and lime, raspberry and cassis and the UK’s favourite fruit fusion, Summer Berries. The Fruit Fusions range alone is worth over £60m annually.

Laurence Hinton, Brand Manager for Echo Falls, says: “We are partnering with what is probably the UK’s most talked about TV property with a huge appeal among our target audience of 18-24 year olds. Echo Falls is the second largest wine brand in the UK and this partnership allows us to tap into the fun, spontaneous side of our core consumer and engage with them on a new level. This partnership doesn’t just offer compelling airtime it translates into digital and word of mouth which is a key channel for our consumers.”

Last year’s series of Love Island was one of the biggest programmes of the summer with the final delivering ITV2’s biggest ever viewing figures.

As part of the partnership, Echo Falls will be creating co-branded bottles, and the Love Island logo will also appear on POS, in-store, social, digital and advertising. Echo Falls will be directing consumers who buy the limited-edition Love Island branded bottles to their Facebook page where they will be able to take part in a nationwide competition to win a pair of tickets to the Live Love Island final.

The brand new Echo Falls TV advertisement will also been seen across key advertising breaks around Love Island and Video On Demand around the show and other key programming, as well as featuring on the ITV Hub.

Hinton adds: “Our consumers are spontaneous and sociable and they are watching and participating in the Love Island experience which extends from broadcast to digital and generates high levels of conversation in offices, universities and homes across the country. Love Island is a perfect fit for Echo Falls as both brands attract people who have the same attitude and approach to life.”

Claire Heys, ITV Brand Partnerships and Content Director, commenst: “Love Island is one of the biggest shows on TV and I’m very pleased to welcome Echo Falls on board as a partner. We know that the start of the new series is a highly anticipated event and the success of the programme means we can offer amazing opportunities for brands to work with us.”

Accolade Wines is a major global wine business based in Australia. It began as Thomas Hardy and Sons, founded in 1853, and now has operations in North America, the United Kingdom, Ireland, mainland Europe, South Africa, Australia, New Zealand and Asia. At the beginning of April 2018, US private equity firm The Carlyle Group bought Accolade for Aus $1bn. The sellers were Australian private equity firm Champ, which owned 80% of the business, and US alcohol group Constellation, which owned the remaining 20%.

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Treasury Wine Estates (TWE) has extended its use of Augmented Reality (AR) technology to cover its Lindeman’s Gentleman’s Collection brand.

Following the success of the 19 Crimes Augmented Reality app, Gentleman’s Collection, which launched in 2015 and is widely stocked across UK grocery and convenience, has now been equipped with the same innovative AR technology.

Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a ‘Gentleman’s Guide to Augmented Reality’, as told by Dr Henry Lindeman himself, the founder of the Lindeman’s winery.

And with a nod to this new innovation and the success of the 19 Crimes AR experience, TWE has now launched a new app which will bring all of its AR technology “under one roof”. The ‘Living Wine Labels’ app, which is now available in the app store, will host all brand experiences for Gentleman’s Collection and 19 Crimes.

The 19 Crimes app has enjoyed significant success since it launched in October 2017, with over 20,000 people downloading the app in the UK alone and it being used by over 150,000 people.

The launch of the technology for the Gentleman’s Collection range will be supported by on-pack communication – all bottles will have an on-pack sticker, while the back label copy will inform consumers at the point of purchase about the AR and app. And, of course, Gentleman’s Collection will now visible on the new Living Wine Labels app

UK shopper marketing support will focus on promoting the AR technology in Father’s Day activation. For example, Nisa will be supporting it with an online campaign and in-store gift bags, while across Asda there will a sampling campaign as well as in-store gift bags.

From a consumer perspective, the brand will use lifestyle influencers in the UK to leverage its reach and introduce Gentleman’s Collection and its AR technology to a new audience; this will be further supported by a series of paid social media posts.

Kirstie McCosh, Marketing Director, Europe, says: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends. From an in-store perspective, Augmented Reality elevates Gentleman’s Collection’s presence, appealing to and engaging consumers with an interactive opportunity.”

The ‘Living Wine Labels’ app is globally available and will host the relevant brands in specific markets. In Europe, the focus will be 19 Crimes and Gentleman’s Collection.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

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Treasury Wine Estates (TWE) has unveiled the latest product in its Male Millennial wine range, “The Banished”, and added an Augmented Reality app for its 19 Crimes range as it looks to drive popularity with males aged 18 to 34.

“The Banished” is a dark red blend, produced using extra tannin extract, which TWE says leaves a taste with enhanced darker fruits and dark chocolate notes on the finish. It is the latest addition to TWE’s 19 Crimes portfolio – the 19 crimes referring to the various offences which could lead to people being transported for life to Australia during Victorian times.

Each of the wines in the range features a different real Victorian who suffered transportation for life on its label. “The Banished” features James Wilson, a convict who was found guilty of treason in the 19th Century for involvement with the Irish Fenian movement and sent to Australia, although he later escaped to America.

With the launch of “The Banished”, TWE is now making a big push in the run up to Hallowe’en. 19 Crimes will be supported in retail over the coming weeks with a neck collar promotion which features a new 19 Crimes app, which uses Augmented Reality (AR) technology. The app brings to life two of 19 Crimes’ criminals-turned-colonists. Hovering a mobile hand-held device (e.g. mobile phone or tablet) over the bottles will bring the character on the label to life, sharing their stories of rule-breaking that sent them across the ocean to Australia.

TWE says Male Millennial wines are one of the growing success stories in the wine sector. Kantar recently outlined a significant gap in wine consumption amongst men aged between 18-34, with their insights showing that only 34.4% of Male Millennials drank wine purchased in the off-trade each month, the lowest of any demographic group.

In the 12 months leading up to July 15^th this year, the Male Millennial segment has shown 95% value growth, and TWE claims that 19 Crimes is performing extremely well.

Since its launch in the UK in 2015, the brand has grown significantly with latest figures showing the brand enjoying a 86% year on year value growth in total off-trade in the 12 months up to July 15^th, while in grocery it has a rate of sale over four time higher that of its nearest competitor. At the same time, it has added significant value to the overall wine category, with an average price of over £7 a bottle.

Tom King, Managing Director, TWE Europe, says: “This is a very exciting time for the 19 Crimes brand. The latest market insights show that there is strong demand for our wines amongst this very important market segment. So it is a perfect time to launch “The Banished” in the UK, a wine that perfectly targets our core consumers.”

King adds: “We are also hugely excited by the launch of our Augmented Reality app across the whole 19 Crimes range. Our insight clearly shows that millennials like brands with real and authentic stories and our AR innovation brings the 19 Crimes story to life. There is nothing else like it out there in the market and you really have to try it to see how good it is. It speaks directly to our target consumer and is yet another string to the bow of this fantastic brand.”

19 Crimes is currently the wine sponsor of the London Craft Beer Festival – a series of three consumer Craft Beer events that are taking place across the UK this summer – namely in Edinburgh, London and Bristol. At each event, the brand has an active presence with both the Red Blend and “The Banished” served at the “Barrel and Wheel”, a bespoke wine bar, which matches the wines with a selection of cheeses.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

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Leading Rioja brand Marques de Caceres is bringing the sights, sounds and tastes of Spain to Manchester this September, after its UK importers, Halewood International, signed up as title sponsor of the city’s Festejar festival.

Marques de Caceres is one of the biggest selling Riojas worldwide. Halewood’s title sponsorship of Festejar includes all branding, on- and offline advertising and sampling of Marques de Caceres wines across the four days of the festival, including the Crianza, Rose, White and Reserva labels.

Festejar, which returns for a third year, takes place in the city’s Albert Square, kicking off on September 1^st with a one-off performance from one of the world’s leading Spanish tribute bands, The Andalus Band. The following night, Ibiza comes to Festejar as DJ Miguel Manzano presents an electronic musical story tracing the story of dance music on Ibiza.

Over the course of the four day festival, other activities will include Spanish dance lessons, crafts, food and drink stalls and daily live music and entertainment.

Andrew Turner, Director of Wine at Halewood, comments: “Marques de Caceres is the wine that real Spaniards drink and Festejar promises to be four days of authentic Spanish culture like no other. We are delighted to be sponsoring the event.”

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Treasury Wine Estates (TWE) is launching a new on-pack promotion in the UK, Netherlands and Denmark as part of its new global multi-million dollar “The World Smiles with Lindeman’s” marketing campaign.

The campaign challenges consumers to write what makes them smile in 10 words or less on the brand’s Facebook page. A total of 15 winners will have their statement ’brought to life’ up to the value of £1,000, with 300 runner-up prizes worth £50 and five final draw prizes of £100.

The top tier prizes will be based on what the winners said makes them smile in their original entry and Lindeman’s representatives and staff from prize fulfilment partner Cloud Nine will liaise with each winner to develop a prize up to a value of £1,000.

Winners will be selected at random in three stages over the course of the promotion, which closes on August 31^st 2017. Ten top tier prize winners and 200 second tier prize winners will be drawn October 7^th 2016 for entries received up to October 1^st; five top tier prize winners and 100 second tier prize winners will be drawn on April 7^th 2017 from entries received between October 2^nd 2016 and March 31^st 2017; and five final prize draw winners will be drawn on September 8^th 2017 from entries submitted between 1^st April 2017 and the end of August.

The 12-month competition will be promoted with limited-edition ‘smile’ packs on the Lindeman’s Bin range, which includes Bin 65 Chardonnay and Bin 50 Shiraz.

The campaign will be promoted on Facebook and with geo-targeted mobile advertising, which will give notify shoppers when they are near Lindeman’s stockists.

Caroline Thompson-Hill, head of marketing, UK & Western Europe for Treasury Wine Estates, which owns the brand, said: “The campaign is a modern interpretation of Lindeman’s positive philosophy, which was first expressed by founder Dr Henry Lindeman in 1843 and has been a consistent value of the brand ever since.”

‘The World Smiles with Lindemans’ campaign, celebrating the heritage of the brand, was launched last month with the unveiling of new TV and digital advertising.

The £50 and £100 prizes will be delivered as vouchers for (in the UK) Amazon.co.uk, John Lewis, Debenhams, One 4 All or Interflora, at the winners choice. In the Netherlands, winners can select vouchers from Amazon.nl, Best Western, iTunes, Bol.com and Interflora. In Denmark, the vouchers are from iTunes, Zalando, Mango and Interflora.

Winners in the Netherlands will also have local Netherlands Games of Chance Tax paid for them.

A similar promotion kicked off in the Spring in Sweden.

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