US: Red Truck strikes NBC skating deal

By | 12 October 2006

Red Truck Wines has struck a deal with NBC making its Pink Truck wine brand an official wine sponsor of NBC Sports' 2006/07 Figure Skating Season.

The season includes ten specials scheduled to air nationally from 28 October to 21 January, the company said yesterday (11 October).

"Figure skating has exploded in popularity," said Dan Leese, president of Axiom Wine Company, which owns Red Truck Wines, "and this is a fantastic opportunity to introduce Pink Truck wine to a national audience of our core consumers."

Some 50-75m people will be exposed to Pink Truck wine during the televised specials, with the largest segment of the audience being women aged 25-54.

Pink Truck will be featured on banners at ice level throughout the season and will have sampling opportunities at the live events and post-event parties. In addition, a 30-second Pink Truck "vignette" will air on the "Brian Boitano Skating Spectacular" on New Year's Day.

"Pink Truck brings something new and fresh to the pink wine category, and we wanted to find a unique and interesting way to introduce it," said Leese. "Our partnership with NBC Sports and Disson Skating gives us an opportunity to connect with our consumer in an exciting and unprecedented venue for the wine industry."

Launching in over 15 markets this autumn with national distribution expected by the beginning of this year, Pink Truck is a blend of Zinfandel, Grenache and Mourvedre.

Sectors: Wine

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