The push includes a neck-collar promotion offering consumers who buy a bottle of Rosemount’s Diamond Label wine the chance to win a trip to New York with three friends, plus £1,000 spending money and a personal shopper.
The neck collar features a “chill-to-reveal” mechanic where bottles cooled to the perfect serve temperature reveal a word consumers need to text in to enter the draw.
Rosemount is also rewarding independent retailers with instant cash prizes of between £10 and £1,000 during the promotion.
Neil Barker, Foster’s EMEA UK commercial director, said: “Give Football the Yellow Card has been designed to appeal to women and offers a point of difference at a time when many World Cup promotional campaigns will be focused on men.
“Our research shows sales of light and refreshing wines are in huge growth and we are expecting a greater uplift in sales as we head towards summer.”?The campaign, which runs until August, includes consumer sampling at the BBC Summer Good Food Show, regional radio promotions and a link-up with Glamour magazine.