The sponsorship deal is supported by a £750,000 marketing campaign, with the particular aim of driving growth across the brand’s rosé styles this summer.

As part of its targeted activity within the off-trade, Blossom Hill is launching a limited edition label design, available for a four week period around the Wimbledon fortnight. Featuring a tennis ball, the labels will be used for the brand’s White Zinfandel and White Grenache styles.

For the on-trade, the brand is introducing its new initiative: the Blossom Hill Tall Rosé. Featuring a 125ml measure of its White Zinfandel, coupled with 50ml of either lemonade, soda water or sparkling water served over ice, the creation is designed to offer consumers an alternative, longer way to enjoy the Blossom Hill portfolio.

In addition to these outlet activities, the brand will be running an extensive media campaign, advertising through London press, Heart FM and Scotland’s Real Radio.

Throughout the Championship, consumers visiting SW19 will be offered samples, rickshaw rides from local stations and entertainment while they queue. In addition, the brand has developed a microsite, www.blossomhillatwimbledon.com, to expand the longevity and geographical appeal of its campaign.

Gabriel Savage, 03.06.09

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