UK: Constellation Europe in Mondavi marketing push

Constellation Europe is investing GBP3m (US$5.9m) in its Robert Mondavi brand to further develop and add value to its premium Californian category.

The drinks giant said today (3 July) that it believes the marketing spend into the brand will ensure Robert Mondavi becomes a household name in the UK, as it is in the US.

Mondavi, who is hailed around the world as 'the father of Californian wine', inspired the development of the modern Californian wine industry and was given the Légion d'honneur for his services to the wine industry.

While the brand is well known with "expert" UK wine consumers, its awareness is lower among the majority of the UK's wine drinkers.  The campaign aims to introduce the brand to a new group of consumers who are looking to trade up and enjoy something "a little more special" in their wine consumption.

A number of creatives will focus on the stories behind Robert Mondavi and feature his quotes, which give an insight into his life and work.

"Robert Mondavi is an excellent brand with an excellent heritage," said Clare Griffiths, Constellation Europe marketing vice president. "It is the top-selling domestic wine in the US and we intend to invest in the brand to make it famous in the UK too.  Robert Mondavi was a pioneer and a legendary winemaker - by using his stories, we are hoping to make the brand more relevant for the UK consumer."

The campaign will comprise of national press advertising and will feature a media partnership with one national title and through-the-line activity in key accounts in both the on and off trade.