On-pack promo for Marqués de Monistrol

17 June, 2009

Cava brand Marqués de Monistrol has launched a collarette competition giving consumers the chance to win a luxury holiday in Spain.

The promotion runs until August 31, and other prizes include three-month memberships to the Gourmet Society.

The push aims to communicate the brand's positioning of "a culture of celebration" and "affordable luxury".

Marqués de Monistrol's 2006 vintage – widely recognised as an excellent vintage for cava – is to reach shop floors by the end of June.

The brand has reported 11% sales growth to £17 million in the year to April, according to Nielsen, as well as a year-on-year volume rise of 1% to 272,000 9-litre cases. Its average unit price has risen by 45p to £5.21.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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