Wolf Blass renews rugby support

19 January, 2009

Wolf Blass is embarking on a programme of promotional activity to back a renewed sponsorship with English rugby during the forthcoming Six Nations tournament.

The deal includes perimeter signage at Twickenham and the Millennium Stadium in Cardiff.

Wolf Blass wines are the recommended wines on Rugby Football Union lists, including hospitality packages, executive boxes and bars at the English ground.

The Foster’s EMEA brand will have its own bar at the entrance to Twickenham selling Green Label Chardonnay and Cabernet-Shiraz wines in PET bottles.

A promotion on the Waitrose wine website until Feb 25 will give consumers the chance to win tickets for the England versus France match on March 15.

The competition will also feature in an email sent to 100,000 customers.

Tailor-made case stacker units for Red and Yellow Label wines are to appear in cash and carries, featuring rugby imagery, from February.

Brand manager Annabel Keech said: “Our association with rugby is a great fit for the Wolf Blass brand and our target market.

“We’ve partnered with top sports and sporting events in Australia for many years and the Six Nations really is the best of northern hemisphere rugby.”




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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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