First Drinks pushes Three Barrels XO

08 December, 2009

Three Barrels is targeting 70,000 consumers with a direct marketing campaign in the run-up to Christmas.

The push will see brand owner First Drinks sending a money-off voucher that can be redeemed against a bottle of the 15 Year Old XO variant.

The theme of the mailer is "X-mas presents", with the XO being showcased as an ideal Christmas gift.

Ten thousand consumers will receive the mailing with a refer a friend panel and the chance to win a bottle if the friend completes and returns the form.

Another 10,000 will have the chance to win a bottle of XO by filling in and sending back survey questions.

Senior brand manager Anthony Habert said: "Three Barrels is the UK’s number one French brandy and is growing by 13%, nearly three times the rate of the category.

"Christmas 2008 proved to be our most successful yet with the XO variant showing phenomenal year-on-year growth of 447% and we are looking to better that performance this year.”

The campaign will be supported at three-barrels.com, where consumers will be asked to describe their worst ever Christmas present. The winner will receive a case of Three Barrels XO.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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