The Lindemans neck-tag will highlight the chance to win an Amazon Kindle

The Lindeman's neck-tag will highlight the chance to win an Amazon Kindle

Treasury Wine Estates has lined up a consumer promotion in the UK for its Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz wine variants.

From 1 August until 16 October, 412,000 promotional neck-tagged bottles of the two Lindeman’s wines will offer consumers in the UK the chance to win one of 1,000 Amazon Kindles or a GBP10 (US$15.95) Amazon gift voucher, the company's UK arm said yesterday (12 July).

The promotion, designed to tie with Lindeman’s’ online Wine & Book Club activity that launched in March, will be backed by advertising presence outside stores and in consumer media. Consumers can enter the promotion online using a code on the neck-tag and will be in with a chance of winning one of the e-readers.

Both Bin 65 Chardonnay and Bin 50 Shiraz retail at GBP8.49 per bottle.