Market research
Constellation Brands has agreed another sports tie-up in the US for its Woodbridge wine brand, this time with Major League Baseball.
Just over six months since partnering with three National Football League teams in the country, Woodbridge was unveiled yesterday as the 'official wine' of the MLB. The nation-wide arrangement, financial details of which were not disclosed, is a "multi-year" deal for the Californian brand.
Constellation will utilise the sponsorship using the tagline 'A Legendary Wine for a Legendary Game'. Ads for Woodbridge will run during coverage of baseball games on MLB Network and ESPN, with MLB logos set to appear on the packaging of selected lines from next year.
Point-of-sale, digital presence and out-of-home and radio advertising will also form part of a "360-marketing plan".
"At Woodbridge Wines, we remain committed to our founder Robert Mondavi's vision of making quality California wines of exceptional value accessible to all," said Woodbridge VP of marketing Jaymie Schoenberg. "Similar to Woodbridge Wines' legacy, baseball is rich in tradition and has become an American institution celebrated for bringing people together over a shared interest while delivering a high-quality experience.
"Through this partnership with MLB, we are excited to bring our existing fans a unique new way to enjoy Woodbridge Wines while taking in their favourite pastime, as well as introduce new baseball lovers to our award-winning portfolio."
According to Constellation, Woodbridge is the third-largest selling "glass wine brand" in the US.
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Sectors: Marketing – advertising & promotions, Wine
Companies: Constellation Brands
