This little piggy likes blind dating

Eyecatching and cheeky wine brand Pig in a Poke has secured a sponsorship deal with Living TV’s Dating in the Dark.

The tie-up will give Pig in a Poke exposure on the programme’s website and secure its place as the pouring wine on the blind-dating show.

Filming for the upcoming series is due to begin this weekend and will feature the brand, which was launched in October 2008 by Wheelbarrow Wines.

Alistair Morrell, founder of the company, said: “Because Living TV is now part of the Sky TV package, Dating in the Dark is going to have a significant increase in ratings and this means it will get a celebrity presenter, although at the moment there is an embargo on who that is.”

The next round of programmes will be aired early next year and Morrell believes that the deal will help Pig in a Poke reach its target audience.

“It fits in with our five year strategy of becoming known as the value-for-money wine product on any list.”

Pig in a Poke is aimed at the on-trade and designed to be memorable with a large Gloucestershire Old Spot pig on the label.

This wine sold around 10,000 cases this year and Morrell expects to double that in 2011.

Currently the range includes a red, white and rosé, each priced at £10, and all from Italy.

Morrell hopes to expand the line-up with a sparkling wine and a range of formats, such as single serve bottles for back bars and events.

Click here to watch our YouTube interview with Alistair Morrell

Patrick Schmitt, 10.11.2010