AUSTRALIA: Banrock Station adds two new red varietals to portfolio
Banrock Station is adding two new red varietals, Merlot and Cabernet Sauvignon to its Australian wine portfolio this month, supported by a US$734,559 advertising campaign.
"The comprehensive advertising campaign is going to be targeting core Banrock Station consumers during one of the most important wine consuming periods - Christmas and New Year," said Kate Blazey, brand manager for Banrock Station.
Beginning this month the campaign will run until January 2002. A national UK cinema campaign begins this month in 750 cinemas and during mid-September advertisements will appear on 3,000 inside panels on South West Trains. In November Banrock Station will be seen on 96 sheet posters on the London Underground.
And for every bottle, box and glass of Banrock Station wine sold in the UK, a donation is made to the Wildfowl & Wetlands Trust (WWT).
"By the end of 2001 we estimate that Banrock Station will have donated over £125,000 to wetlands conservation in the UK," said Blazey.
Both the Merlot and Cabernet Sauvignon retail at US$7.33.
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