Kicking off in June, it will include case deals, a seasonal food and wine event, in-store PR activity and promotions. A website and blog targeting men aged over 25 will be unveiled at the LIWSF.
A new addition to the Camden Park range will be rolled out in June. Camden Park Pinot Noir 2006 will be sold exclusively in Threshers and Wine Rack stores and will retail at £7.99.
Supplier Orbital described the wine as having "flavours reminiscent of raspberry and black cherry".