Foster’s Group has lined up an anti-football-themed promotion for its Rosemount wine brand in the UK.

The Australia-based wine company’s Europe, Middle East and Africa (EMEA) unit said yesterday that the campaign, entitled ‘Give Football the Yellow Card’, will run in the UK between May and August to coincide with the FIFA World Cup tournament in South Africa in June.

The push includes a neck collar promotion offering consumers who purchase a bottle of Rosemount Diamond Label Chardonnay, Sauvignon Blanc or Pinot Grigio the opportunity to enter a free prize draw to win a trip to New York with three friends, GBP1,000 (US$1,530) spending money and their own personal shopper.

The neck collar features a ‘chill to reveal’ mechanic whereby each promotional bottle of Rosemount needs to be chilled to the optimum temperature for consumption to reveal a word which consumers need to SMS to enter the draw.

“Give Football the Yellow Card has specifically been designed to appeal to women and offers a unique point of difference at a time when many World Cup promotional campaigns will be focused towards men,” said Neil Barker UK commercial director for Foster’s.

Rosemount will also be the subject of an incentive programme for independent retailers in the country, which offers cash prizes of between GBP10 and GBP1,000.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Stay informed for just £1! *

Subscribe to Just Drinks for unbiased coverage of the global drinks industry, offering insights into the corporate strategies of beverage manufacturers and brands worldwide.


What’s included in your subscription:
  • Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
  • Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot beverages
  • Unrivalled drinks industry comment from leading sector specialists

Ready to stay informed? Subscribe now and gain access to exclusive content.

Subscribe

Have a subscription? Sign in

For further details on subscribing, click here. Need multi-user access? Explore our corporate subscriptions now.

*After your 1-month trial, your subscription will continue at £315 per year.