The push includes a neck-collar promotion offering consumers who buy a bottle of Diamond Label wine the chance to win a trip to New York with three friends, complete with £1,000 spending money and their own personal shopper.
The neck collar features a “chill to reveal” mechanic – bottles cooled to the perfect serve temperature reveal a word consumers need to text to enter the draw.
Rosemount is also rewarding independent retailers with instant cash prizes of between £10 and £1,000 in a text-to-win promotion.
“Give Football the Yellow Card has been specifically designed to appeal to women and offers a unique point of difference at a time when many World Cup promotional campaigns will be focused on men,” said Neil Barker, Foster’s UK commercial director.
“Our research shows that sales of light and refreshing wines are in huge growth and we are expecting a greater uplift in sales as we head towards summer.
“Chardonnay remains the number-one selling white grape variety in the UK off-trade, accounting for 18.2% of white wine sales, while Sauvignon Blanc is the fastest growing white wine variety.”?The Give Football the Yellow Card campaign, which runs until August, also includes consumer sampling at the BBC Summer Good Food Show, regional radio promotions and a link-up with Glamour magazine.