Foster's warms to light wine promo

24 April, 2009

Foster's EMEA is running a campaign in cash and carries to help retailers drive sales of light wines this summer.

The push will run from May 4-29, with cash and carries belonging to the Landmark and Nisa Today's groups offering 4,000 free point-of-sale kits containing two A4 posters, two wobblers and two shelf-edge labels.

Two consumers will also have the chance to win £1,000 each towards their summer holiday in a Win Your Summer Break text-to-win promotion.

Retailers will be able to get hold of the kits when they purchase Rosemount Sauvignon Blanc or Chardonnay. The campaign will also include wines from Gabbiano, Lindemans, Beringer and Yellowglen Pink Sparkling.

Neil Barker, commercial director UK & Ireland, said: "Light and refreshing styles are in huge growth and we're helping our customers to maximise this growing consumer trend.

"The competition mechanic perfectly reflects the summer theme and provides an excellent competition for consumers, giving them an added purchase incentive."

A further 1,000 POS kits will be distributed directly to retailers across England and Scotland throughout May and July.




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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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