More than 200,000 70cl bottles of E&J will carry promotional neck collars giving consumers the chance to win one of 10 sets of premium headphones worth £449 each, or one of 250 pairs of headphones worth £89 each.
The brand will also be advertised outside Sainsbury’s stores and promoted in till coupons in the supermarket, in a bid to drive trial.
Associate marketing manager James Taylor said: “This marketing activity represents the largest-ever investment in E&J Brandy to date and will act as a platform for driving brand engagement among our target audience, as well as interest from new consumers in E&J Brandy. The promotion will provide strong shelf standout and we expect to see an uplift in brand sales as a result of this initiative.”
E&J is the best-selling brandy in the US, where it holds 48% of the brandy market, according to the Adams Liquor Handbook. The California-style brandy is charcoal- and triple-filtered and aged for at least two years in American white oak barrels.