The campaign will comprise a £750,000 marketing initiative to support listings across the on- and off-trade sectors with tailored activities for specific channels to drive growth of its rosé varietals throughout the summer months.

The sponsorship will tie-in outlet activities with a London press media plan and national broadcast campaigns with Heart FM and Scotland’s Real Radio.

An experiential campaign at SW19’s Wimbledon Park will also run throughout the majority of the championships, to boost the brand’s consumer appeal.  As well as on-site sampling, branded rickshaws will transport tennis fans from local train and tube stations to the grounds; branded interactive games, including pink table tennis, will be employed to entertain queues 

New limited edition Wimbledon label for off-trade
A limited edition label design will tie in with the sponsorship, which prominently features a tennis ball.  This will be on both White Zinfandel and White Grenache single varietals (RRSP £5.49), and will be available in-store for a minimum of a four week period, incorporating Wimbledon Fortnight (last week of June and first week of July).  

On-trade specific initiative
For the on-trade, there is a specific Wimbledon serve called the comprising a 125ml measure of Blossom Hill White Zinfandel, 50ml of mixer (soda water, lemonade or sparkling water) over ice and has been designed to broaden the brand’s appeal over the summer months, whilst also providing consumers with a longer drink alternative and another way to enjoy the Blossom Hill Rosé portfolio.

The on-trade will have access to 1,250 kits which comprise branded glassware and swizzle sticks, to support the serve during Wimbledon fortnight.

On-trade kits are available to order via Coors/ Carlsberg, when customers purchase four cases (6x75cl or 12 x 18.70cl) across the Blossom Hill range provided half of the order comprises either Blossom Hill White Zinfandel or White Grenache.

May 09