The London activity marks Coravins first advertising push in the UK

The London activity marks Coravin's first advertising push in the UK

Coravin, the company behind a wine-pouring method that does not remove the cork, has launched its first marketing activation in the UK.

Starting last week, the push, which is running in London, features out-of-home advertising at Piccadilly Circus and at selected underground stations, as well as branded pedicabs in the city. The campaign centres on the tagline "Stop Screwing Around" and is designed to push consumers to Coravin's main retailers in London, – Harrods, Selfridges, Fortnum & Mason, Harvey Nichols and Hedonism Wines.

The activity, which also includes digital advertising at some of London's largest corporate buildings, will continue until the end of December.

"London is a key market for us, so we're eager to spread the word about Coravin with this … campaign," said Maaten Dekker, GM of Coravin's European division. "We want to create a real impact in the city … whilst also supporting our key retailers in the capital as we head into the festive season."

Earlier this year, the company, which is headquartered in Massachusetts, ran a similar campaign in New York's Times Square.

The Coravin system uses patented technology to access and pour wine from a bottle without pulling the cork. The wine remains in the bottle without access to oxygen.