Constellation aims to celebrate ‘unscripted moments’ with new idents
WINE brand Echo Falls aims to dine out some more on its continuing partnership with Channel 4 programme Come Dine With Me.
A new ident called ‘Unscripted Moments’ is airing with the show, supported by a wider PR campaign and other marketing activity throughout the summer. The new Unscripted Moments bumpers feature a group of young women who surprise a friend with an ad-hoc dinner party.
Parent company Constellation Wines said the sponsorship deal with Come Dine with Me, which has run since 2009, has helped boost sales of Echo Falls. Sales of the brand are said to have increased 44% in the past year. “Most brands take over ten years to become a £100 million brand yet Echo Falls achieved this in just five years and is now worth £182m,” said Clare Griffiths, vice president of European marketing for Constellation Wines. “We have an exciting integrated programme of TV sponsorship, social media and experiential activity in place this summer to build on Echo Falls’ unprecedented momentum and continue to drive consumer engagement and sales for this already very successful brand.”
Constellation said its Come Dine With Me sponsorship has helped boost sales of Echo Falls
Constellation is not the only wine company planning to make the most of the coming months. Gallo Family Vineyards has introduced a new Merlot rosé to its portfolio in time for summer. The firm expects the 9.5% ABV wine, which it claims is the UK’s first Californian Merlot rosé, to prove popular with drinkers during the warmer weather. “As a wine style, rosé is approachable and continues to increase in popularity,” said Olga Senkina, senior marketing manager for Gallo Family Vineyards.
“It is the perfect vehicle for introducing consumers to the wine category and by adding Merlot rosé to our portfolio we are giving retailers and ultimately consumers more choice, so that they can find a rosé that is suited to their tastes.”
Meanwhile, cash and carry group Makro has marked National Wine Month by naming its own Wine of the Year. Italian wine Cantina Tollo is available at Makro depots priced at £22.99 for a case of six.