Winemaker Australian Vintage is to promote its McGuigan Black Label range across the London Underground network as part of a six-figure advertising project.
The drinks company will place emphasis on its red wine SKUs in the publicity push, which it hopes will reach about 8.4 million people over its four-week duration.
The entire, undisclosed six-figure sum will be spent on marketing across the UK capital’s underground train network.
'Relentless Focus'
The general manager of Australian Vintage’s European arm, Julian Dyer, told TheDrinksBusiness.com, “We have a relentless focus on Black Label as the engine for growth.
"One thing we still need to fix is brand awareness – McGuigan Black Label still relatively youthful brand and it’s level of awareness is still significantly below some of our competitors.”
He added, “We do various things to raise brand awareness – one is by building distribution and the other is above the line investment, and, because we don’t have the budgets of FMCG drinks brands like Smirnoff, we prefer to do drip feed stuff throughout the year and the four weeks on London Underground is part of what we are doing.”
The advertising campaign will begin in September.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.
