Blossom Hill will get a boost with the launch of a new summer campaign

Blossom Hill will get a boost with the launch of a new summer campaign

Diageo has launched a GBP1.2m (US$1.9m) Summer advertising campaign in the UK for its Blossom Hill wine brand.

The 'Get things started with the taste of summer' campaign will involve outdoor, digital, press and radio advertising and be supported by Facebook activity, the company said. It is designed to capitalise on a summer of major events, including the London Olympics.

The campaign will focus on the core Blossom Hill rosé range of White Zinfandel, Grenache Rose and Sparkling.

Current figures show wine drinkers in the UK drink rosé only 4.5 times a year, with 23% of consumers not choosing rosé because they do not know when it ought to be drunk. 

Joanne Morgan, brand manager for Blossom Hill, at Diageo's Percy Fox and Co unit, said: “We hope that this campaign demonstrates our rosé category insight as well as our ambition and commitment to grow the category for the long-term by to reinforcing Blossom Hill’s sociable, warm and approachable personality.” 

Diageo's wine brands represent around 6% of its total net sales.