for its Echo Falls Californian brand.
The company is spending a further £1.5 million
on South African brand Fish Hoek, which it is
positioning in a higher price bracket than its
Kumala brand .
The Echo Falls campaign is
aimed at what Constellation call s "newbies" - consumers
relatively new to wine.
The TV campaign will promote the brand as "a wine to relax with", and an Echo Falls tour bus will host sampling sessions at shopping centres and "heavily newbie-attended events" for 16 weeks.
Consumers will be offered free beauty treatments on the bus from nailcare product supplier Nails Inc at 12 venues.
Collars on 1.5 million bottles will direct consumers to a website to
see if they have won one of 10,000 Nails Inc prizes.
Clare Griffiths, vice president for European consumer marketing, said: "We're confident these initiatives will keep Echo Falls top
mind with newbies and drive sales throughout the crucial summer months."
The Fish Hoek range
of Chenin Blanc, Sauvignon Blanc, Merlot, Shiraz, Pinotage and Pinotage rosé , was bought by Constellation
when it acquired Bruce Jack's Flagstone winery earlier this year.
The launch is aimed at raising the average selling price of South African wine above
£5 , according to Griffiths, who
added that there was "great potential to increase the value of the South African wine category in the UK".
Fish Hoek will aim for an rrp of £6.19, compared
with Kumala's £4.19 /£5.69.
The marketing campaign will include press ads in weekend supplements
and food and lifestyle magazines such as Good Food and Hom e & Living, from July until early September.