Beringer Vineyards has readied a promotional campaign for its Stone Cellars wine range in the UK, pushing the brand as "wine for foodies".

The Californian wine brand, which is owned by Foster's Group, will be the subject of national press advertising, in-store activation and experiential activity in the country, Foster's said late last week. The tagline for the promotion will be: "Those who know food, know Beringer".

The five different press executions - one each for Chardonnay, Zinfandel Chardonnay Rose and Sparkling Zinfandel Rose, and two for Cabernet Sauvignon - will run in colour supplements and food magazines in the UK starting this month.

"There is very little big brand thinking on display in wine advertising," said Beringer's UK brand manager, Lucy Zorina. "Stone Cellars is a ... superb range of wines which deserves superior strategic marketing insight and creative work."