Wolf Blass resurrects Limited Edition Rugby Label campaign

Wolf Blass has announced it plans to bring back its Limited Edition Rugby Label campaign in time for the key winter rugby season.

Wolf Blass Rugby Limited Edition bottles will show 15 different labels, each one depicting a position in a rugby union team; these will be available to collect on bottles of Yellow Label Cabernet Sauvignon and Yellow Label Chardonnay.

The labels were originally used in the “highly successful” Wolf Blass “Winning Line Up” campaign, which ran in October 2015 to coincide with the Rugby World Cup. The activity saw sales of Wolf Blass Yellow Label grow by 25% in value terms while penetration increased by 30%.

The new launch is part of the overall £1m “Chase The Cap” rugby campaign that was launched in the UK in October 2016, whereby the brand was advertised on Sky Sports throughout that month. The Limited Edition bottles will be on sales in retailers nationwide across UK and Ireland from 1 February to 30 March.

Caroline Thompson-Hill, heading of marketing, Europe at brand owner Treasury Wine Estates (TWE), said: “We are very excited to build on the hugely successful 2015 campaign. The Labels really connected with shoppers on-shelf and led to some outstanding sales results.

“The Wolf Blass brand has created a very successful connection with sport over recent yers. This connection brings to life the brand’s ethos of striving to achieve your best, part of the over-arching global Wolf Blass campaign ‘Here’s to the Chase’.”

Wolf Blass has had a positive performance in the off-trade over the past year with sales up 9.6% (Nielsen, volume, year to 3/12/16). 

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