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Dark Horse launches new marketing campaign

Californian wine brand Dark Horse is launching a new marketing campaign using a series of partnerships with well-known personalities and social media influencers.

The campaign kicks of in mid-March with a new strapline, ‘follow your own path’, which is designed to encourage people to have the confidence to try new things, and aims to reach around 4 million consumers.

It will feature partnerships with chef, food writer and TV personality Gizzi Erskine, adventurer Jamie Jewitt, Team GB Kayaker-turned-explorer Tommy Brady and former SAS soldier and TV presenter Mark Billingham, who will encourage their followers to broaden their experience embark on ‘mini-adventures’ inspired by their own approach to life. Themes covered will include unique and unexpected Easter food & wine pairings and outdoor eating adventures over the Spring and Summer, with content shared on both Dark Horse and the Pathfinders’ respective social media channels.

Chef, food writer and TV personality Gizzi Erskine will kick off the campaign this month

Erskine will start the campaign showing her followers how to create stand-out food that pairs with Dark Horse wines, including via a live cook-along.

Olga Senkina, Marketing Director EMEA at E&J Gallo Winery said “challenging convention and exploring new and innovative approaches” was at the heart of the Dark Horse ethos.

“We know that doing things differently can often lead to a better outcome. This is reflected in our approach to winemaking, where our winemaker Beth Liston breaks the norm by combining traditional and modern techniques, and through our exciting collaborations that encourage consumers to follow their own path and challenge the norm, in the knowledge that they will reap the rewards.”

According to Nielsen, the brand is the number 1 premium Californian Cabernet brand in the UK and the number one contributor of revenue growth of the £7+ category for both Cabernet Sauvignon and Chardonnay (Nielsen ScanTrack – Total Off-Trade, MAT 02.01.21). Last year it saw volumes growth of 51%, adding around £10m to the category (Nielsen ScanTrack – Total Off-trade. MAT 02.01.21, Still Wine 75cl, Volume).


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