Beringer targets foodies in £7 sector

19 September, 2008

Foster's EMEA is hoping to prove there is life in the £7 section of the Californian wine market with a

push for Beringer Stone Cellars.

A marketing campaign will highlight the wine's credentials as a brand for "foodies" who share the producer's passion for ingredients.

It uses the line "those who know food, know Beringer" and includes national press advertising and in-store marketing .

Different press executions, featuring Chardonnay, Zinfandel/Chardonnay Rosé,

Cabernet Sauvignon and

Beringer's Sparkling Zinfandel Rosé, will be running in colour supplements and food magazines.




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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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