Treasury Wine Estate's (TWE) premium wine brand, Wolf Blass, has partnered with luxury travel deals company Secret Escapes for a promotional campaign in the UK. Launching this March, ‘Why Settle When You Can Soar’ will offer Wolf Blass consumers the chance to win instant prizes and credits by scanning QR codes on 900,000 bottles in the UK and Northern Ireland. One winner will receive a holiday to either Thailand or New York, while 4,000 runners-up will each receive a GBP25 (US$33.95) voucher to use on the Secret Escapes website. The campaign will be supported by Social Media and influencer activity and forms part of a wider investment by TWE across in-store, PR, digital and events. A TV commercial via on-demand platform Finecast will also support the activation, airing between March and May. "’Why Settle When You Can Soar’ is the next chapter in the Wolf Blass story, defining the brand’s philosophy now and into the future," said TWE's EMEA marketing director, Ben Blake. "The campaign is borne out of Wolf Blass’s spirited approach to soar above the rest, encapsulating the brand’s refusal to settle, and passionately strive for the best.” Last week, TWE posted a 10% decline in sales for the six months to the end of December, as the group continues to adjust to the removal of the Chinese market, brought on by 2020's introduction of prohibitive tariffs on Australian wine by the country's government. Supply Chain Special: What’s the impact on wine? – comment from Just Drinks' wine columnist Chris Losh