Each week the Treasury Wine Estates-owned brand will encourage fans to vote for the greatest player to ever play in every position and then announce the ultimate all-time dream team.
From August 10 to October 25 limited-edition, rugby-themed bottles of Wolf Blass will appear in more than 10,000 stores across the UK.
The bottles feature 15 different labels, each with a different position, such as winger, fly half or hooker, and they will encourage shoppers to vote for the best player ever to hold that position on Twitter at #WinningLineUp.
Each week Greenwood, a member of the England side that won the famous trophy in 2003, will give his opinion on the debate and appear on radio ads promoting the competition.
After every announcement two winners will be drawn from the list of fans who voted that week – each winning a mixed case of six of the Wolf Blass Yellow Label Limited Edition Rugby bottles.
In the final week of the campaign Wolf Blass will announce its definitive line up and the winner of the grand prize: a VIP rugby weekend for four people, including tickets to a 2016 Six Nations game and the chance to mingle with current and former players.
Free POS for retailers to use to promote the campaign in-store includes FSDUs, aisle fins, shippers and shelf barker.
Mathew Bird, marketing director at TWE, said: “Rugby fans love talking about the game, be it at the stadium, at the pub or tweeting at home – and there can be no better rugby debate: who will make up the best team in the history of the game?
“Winning Line Up perfectly links into this. Sports are a favourite occasion for our target consumer. They significantly over index on talking about and watching sport and are highly connected with internet and social media usage – and this is especially the case with rugby. This will be brilliantly amplified by the 15 different Limited Edition Rugby bottles that we have created.
“We are also delighted to partner with Will Greenwood for the campaign – a World Cup hero who will be adding his huge knowledge of and passion for the game into the #WinningLineUp campaign and competition.”
Greenwood added: “My winning line-up features the finest quality players from all over the world and has been a working process for many years, including people I have been lucky enough to play alongside as well as people I have admired for years. Being such an intense and high impact sport, the right balance of skill and determination is essential, and my list reflects this best of rugby perfectly.”