Accolade Wines unveils £1million Christmas campaign
Accolade Wines is investing £1million in a Christmas campaign across a number of its brands.Each brand is set to launch its own mini Christmas creative that favours its brand personality over the festive period. Branded gift bags will be rolled out across multiple customers and channels to capture the gifting market.
Paul Hillier, head of trade marketing for Accolade Wines, said: “Retailers can depend on Accolade Wines to drive their wine sales over the all-important Christmas trading period when consumers are looking for brands they can trust.
“With a stand-out portfolio of wines, including Hardys, Mud House, Kumala and Echo Falls, we can provide the retail trade with wines that will drive their sales when consumers are entertaining or gifting.”
Hardys will have a limited-edition on-pack neck tags on Hardys VR, Stamp, Nottage Hill and Crest, highlighting its status as the “number one wine brand at Christmas”.
Echo Falls will have two activations as part of its “It’s Treating Season” campaign. The first includes free disco ball key rings as an on-pack gift on ProsEcho Falls, Echo Falls Summer Berries Vodka and Echo Falls Pink Gin. The second part of the Christmas activation will see on-pack neck-flags on selected lines of the Echo Falls varietals and Echo Falls Fruit Fusions, giving consumers the chance to win a disco ball.
Accolade’s best performing mainstream premium brands, Mud House and Jam Shed, will both see the Christmas activation being rolled out via on-pack neck flags. The activity will also encourage consumers to enjoy Jam Shed on winter nights by including mulled wine recipes on its neck tags. Mud House is giving away Virgin Experience vouchers via neck flags, and Barossa Ink will be available in seasonal Christmas gift boxes.
Stone’s Giner will have on-pack tags for its classic Ginger Wine and new variant, Stone’s Gin. Consumers will be prompted to try a Stone’s G&G, gin and ginger ale.
Ade McKeon, regional managing director, Europe at Accolade Wines, said: ‘We are committed to bringing the trade a one-stop shop of best-selling brands that are supported at point of sale to drive purchase and repeat sales over the festive period.
“We are confident that our Christmas ‘It’s Treating Season’ campaign across our top-performing brands, will connect with consumers when they are buying their Christmas wines, impulse purchasing and gifting for family, friends or thank you presents.
“All our insight shows that consumers are looking for brands they can trust, particularly at Christmas, and our portfolio gives shoppers the confidence to buy where they see it stocked.”