Beringer shows its "pioneering" side in new ads

30 October, 2007

Beringer Vineyards has launched an ad campaign in UK national newspapers, Sunday supplements and “foodie” magazines, designed to show the brand’s “ground-breaking and innovative attitude”.

Brand owner Foster’s EMEA has spent a six-figure sum on the campaign, which shows a bottle and glass of Beringer with the strapline: Pioneering Great Taste Since 1876.

Brand manager Lucy Zorina said: “The campaign will position Beringer as having an ‘anything is possible’ pioneering attitude, first demonstrated by the Beringer brothers Jacob and Frederick, who emigrated from Germany to the Napa Valley in California. The campaign also aims to change people’s perceptions of the quality of Californian wines for the better.”

The campaign will run until December in newspapers and magazines including The Independent, The Guardian, Telegraph Magazine, Olive and Delicious.

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