The wine brand is also planning to unveil a new creative platform for the UK for its landmark anniversary. The #CheersToMe campaign will champion the little everyday moments and achievements that consumers want to celebrate, encouraging them to raise a glass to personal successes, whether that be leaving work on time, getting the kids to bed early or beating a personal best at the gym. The campaign will include social media, advertising, sponsorship and sampling activity.
Alexander Rittlinger, MD at Reh Kendermann, the producer of Black Tower, said: “In an ever-changing and competitive industry the key to 50 years of success is largely attributed to Black Tower staying ahead of the curve and listening and responding to the changing wine preferences of new and long standing consumers. Looking ahead to the next 50 years, it is important to remain authentic, relevant and true to the brand’s heritage and we firmly believe that the #CheersToMe platform embodies this and is exactly what Black Tower represents.”
Since its launch in 1967 Black Tower has invested in evolving its look and feel to keep the wine brand relevant to consumers. It has also introduced innovations such as fruit flavoured, semi-sparkling and lower calorie wines.
In 1967 the first wine to be sold under the Black Tower name was the semi-sweet white wine, Liebfraumilch. In 2001 the brand added Riesling and Dornfelder Pinot Noir, and then in 2004 it added Pinot Grigio, due to growing consumer demand. Rose joined in 2006, and the 5.5% abv lower alcohol option, B by Black Tower, arrived in 2012. B Secco and B Fruitful arrived in 2015 and last year the company launched B Zero, its first alcohol-free wine. Black Tower Ice also joined the portfolio last year.