Rosemount to sponsor BAFTAs

Rosemount Wines is to sponsor next year’s BAFTA Film Awards as part of a link up between the brand and film.

The Australian wine brand, relaunched last November in a diamond-footed bottle, will sponsor the film awards next February and the BAFTA TV Awards in May.

It is also an associate sponsor and the official wine of The Times BFI London Film Festival which runs until Nov 1.

Senior brand manager Lucy Bearman said: “Rosemount positions itself as a stylish, sophisticated and modern wine brand that appeals to consumers, who are engaged in the wine category, appreciate good wine and for whom brands are important, yet are not necessarily wine experts.

“So, to target these consumers directly and fit with the brand’s stylish positioning, Rosemount will build its communication around film.”

Ads have been created to appear in Picturehouse cinemas during November and new POS material will be available to retailers.

The brand has also linked up with Times Culture to run a competition giving one person and nine friends the chance to attend an exclusive screening of the new film The Darjeeling Limited.

Rosemount experienced a value growth of 29 per cent following its relaunch in November 2006, reclaiming its position within the top 20 wine brands in the UK (Nielsen 08-09-07).