Diageo has secured a prime position for its Blossom Hill wine brand at this year's Wimbledon tennis championships.

The company confirmed today (30 May) that Blossom Hill will be the official wine of the tournament, which runs for two weeks in June. Blossom Hill Chardonnay, Merlot and White Zinfandel will be served at the championships in limited edition 18.75cl bottles, which in turn will be available through the on-trade.

The wine brand replaces Pernod Ricard's Jacob's Creek wine range at Wimbledon in a one-year deal. Financial details behind the tie-up were not disclosed.

"Research shows that consumers view Blossom Hill's deliciously fruity wines as high quality, whilst being vibrant, approachable and relaxed," said Carol Chan, brand manager for Blossom Hill at Percy Fox, which handles Blossom Hill in the UK. "The brand's fresh and fruity personality is therefore the ideal match for Wimbledon, with its prestigious reputation, yet synonymity with summer fun and vibrant atmosphere."

To support the move, a run of the 'Deliciously Fruity Wines' television adverts is planned for the UK during the summer, with a GBP1m (US$1.97m) spend behind it. In addition, Wimbledon-themed POS kits are being offered to the on-trade and a consumer PR campaign will support the activity.