Three Barrels .
is backed by PR activity and in-store campaigns nationwide,
focusing on the brand's French heritage. More than 100,000 consumers will
be targeted by a direct mail drop featuring a message from master blender Bertrand Auriol.
Brand manager Mark Collins said: "Made from a blend of only the finest wines selected from France's premier regions,
XO 15 Year Old has received strong
in pre-launch trials as a premium offering at an attractive price."