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Wine to be Promoted by UK Company
28/09/2007
Consumers will start to see adverts for Robert Mondavi wine in the lead up to the holiday and Christmas party season. Leading wine group Constellation Europe has unveiled a £3m marketing scheme which will include ads in a wide range of magazines, outdoor posters and both the Underground and train system.
The advertisements are a first for Robert Mondavi wine and will be aimed at Christmas party hosts and other drinkers near the holidays. Consumers will see the ads at the end of September. The WineNation research programme will target people ages 25-50 years old. The campaign called ‘Not That California’ features three creative themes: ‘Hippy,’ ‘Yoga,’ and ‘Hug.’ Clare Griffiths VP Marketing at Constellation Europe says: “The high level of frequency [of advertising] not only make the campaign one of the largest UK wine advertising programmes this autumn and Christmas, it provides a fantastic platform from which to build consumer confidence and much needed value back into the California wine category.” The company will try to lure Christmas party hosts to the brand by using Mondavi vineyard images as its backdrop in advertisements. The company says Mondavi wine is great value and perfect for serving at a Christmas party.  Click here for more on London's best events and Christmas parties.
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