UK: Constellation prepares UK push for Robert Mondavi
Constellation Europe has unveiled a marketing campaign to promote its Robert Mondavi Californian wine brand across the UK.
The wine group said yesterday (27 September) that it has invested GBP3m (US$6m) in advertising and PR spends, which will also push the brand in UK retailers in the lead up to Christmas.
The campaign, called 'Not That California' and featuring Woodbridge Winery, will involve national press and magazine advertising as well as posters on the London underground and train networks.
Constellation Europe vice president of marketing Clare Griffiths said: "The high level of frequency not only make the campaign one of the largest UK wine advertising programmes this autumn and Christmas, it provides a fantastic platform from which to build consumer confidence and much needed value back into the Californian wine category."
This month, Constellation also marked the 40th anniversary of the Australian Hardys Nottage Hill brand with the launch of Nottage Hill Dessert Shiraz in the UK.
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