More than 4 million people were targeted through a competition in the Metro
and a consumer sampling drive in mainline city railway stations.
The competition, which ended today, gave away one trip every day
to the Arniston Bay coast
and the fishing village where the wine is made.
The 1.5-litre pouch, which its distributor said has a carbon footprint that is
80% smaller than regular glass bottles, was sampled in railway stations such as Liverpool Street, Paddington, Victoria and Manchester Piccadilly.
UK & Ireland brand and business development manager Barney Davis said: "The Arniston Bay pouch is a world first in terms of packaging. We have worked hard to create a packaging solution to redefine the boundaries of sustainability in the wine industry and make people think differently about the cradle-to-grave life cycle of wine.
"Arniston Bay has such strong brand recognition among consumers that it is well-equipped to carry this message."