Beringer targets foodies in £7 sector

19 September, 2008

Foster's EMEA is hoping to prove there is life in the £7 section of the Californian wine market with a

push for Beringer Stone Cellars.

A marketing campaign will highlight the wine's credentials as a brand for "foodies" who share the producer's passion for ingredients.

It uses the line "those who know food, know Beringer" and includes national press advertising and in-store marketing .

Different press executions, featuring Chardonnay, Zinfandel/Chardonnay Rosé,

Cabernet Sauvignon and

Beringer's Sparkling Zinfandel Rosé, will be running in colour supplements and food magazines.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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