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UK: Accolade Wines targets Weight Watchers with Banrock Station Light push

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Accolade Wines has teamed up with Weight Watchers in the UK to push its Banrock Station Light variant.

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The company, which launched the low-calorie, low-alcohol version of Banrock Station in August, said earlier this week that ads will appear in the Weight Watchers magazine and weekly email newsletter and on the website. The GBP1m (US$1.6bn) campaign will run in the country for six months from January.

Supplementing the tie-up with Weight Watchers, will be a run of print ads for the brand in national consumer press, including Hello, Glamour, OK and Good Housekeeping magazines.

Banrock Station Light contains 60 calories per 12.5cl glass and 5.5% abv.


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