Wolf Bass in 3D TV promo

Wolf Blass will be giving away over 7,000 prizes this autumn, including 3D TVs worth £1,500 each, in an effort to boost sales.

Using “3D” neck tags on 420,000 bottles, the promotion will run across the Australian brand’s top two selling wines, Yellow Label Cabernet Sauvignon (boasting annual value sales of £34.6 million) and Yellow Label Chardonnay (£24.2m), as well as its premium Yellow Label Sparkling offering.

The promotion will also offer chances to win luxury spa days and thousands of music download vouchers, while also developing the brand’s long-standing association with sport by providing VIP tickets to many events.

A statement from Treasury Wine Estates said: “The 3D TV promotion has an instant win mechanic designed to make entry as easy as possible to maximise uptake and drive rate of sale.

“Once consumers have purchased a promotional bottle, they need only enter their unique code online at www.wolfblasscompetition.com/3DTV to find out instantly if they are a winner.

“Anyone unsuccessful will still be able to take advantage of great offers and promotions via the Wolf Blass Platinum Club.”

Wolf Blass senior customer marketing manager Sarah Bullamore added: “The 3DTV promotion is set to be one of Wolf Blass’ biggest giveaways to date.

“With hundreds of thousands of pounds worth of prizes up for grabs and the added incentive of an instant win. We are expecting a high sales increase on promotional bottles so would encourage retailers to take advantage and stock up.”

For a full interview with Treasury Wine Estates CEO David Dearie, in which he discusses plans for the company’s wine brands following its demerger, see the August edition of the drinks business.