Banrock bolsters its green sheen

16 May, 2008

Constellation Europe is emphasising Banrock Station's environmental credentials with a £4 million marketing drive.

The first burst of activity will be in May and June, with poster and print ads featuring the strapline: "Help the earth one glass at a time."

A caption underneath will tell consumers that Banrock Station has so far donated £2.3 million to more than 70

global conservation projects.

The campaign will run in female

lifestyle magazines such as Marie Claire and Grazia, and

newspapers including Metro and the Daily Telegraph. It

will

also employ outdoor environmentally friendly solar panels, Tesco recycling centres and London Underground sites. A second wave of ads is planned for the autumn.

The push is targeted at what Constellation calls "light green environmentalists" - consumers who are aware of green issues but want easy ways to make a contribution.

Clare Griffiths, vice president of European consumer marketing, adds: "We want wine consumers to be aware that they have a choice, and that by choosing Banrock Station, not only are they getting top-quality wine, they are also helping to contribute to the long-term welfare of the environment."

The campaign will focus on Banrock's core range, which includes Colombard/Chardonnay and Shiraz/Mataro blends, and Shiraz rosé (rrp £5.20).




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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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