Blossom Hill invests in Pinot Grigio boom

Blossom Hill has developed a new Californian Pinot Grigio to capitalise on the increasing consumer demand in the UK for this grape variety


The wine, which will complement Blossom Hill’s varietal portfolio, will have an RSP of £5.99 and is available for all sectors across the off and on-trade channels.

Blossom Hill will support its varietal range and the launch of the new Pinot Grigio with a major TV advertising campaign, scheduled to hit screens at the beginning of March.  The advertising is phase two of its Welcome to Blossom Hill campaign which was aired last summer and sees Blossom Hill investing an additional £500k, with airtime booked across ITV1, Channel 4, ITV2, Film4 and E4 as well as another seven major digital channels. 

Liz Ashdown, marketing manager Blossom Hill, comments: “The UK consumer’s love affair with Pinot Grigio has seen a surge in sales over the last 12 months, but it has yet to be seriously developed under the banner of a brand. We feel this is a variety with which our consumer has a very real affinity hence our significant investment.” 

The new wine has already gained listings in four supermarkets: ASDA, Co-op, Sainsbury and Somerfeld and by cash and carries, Booker and United Wholesalers. The launch has been timed to instigate trial in the run up to summer months, traditionally a lucrative period for white wine sales.  

Blossom Hill is distributed in the UK by Percy Fox & Co.

1 February 2010 - Felicity Murray