Treasury Wine Estates is bringing back limited-edition rugby union labels for Wolf Blass as the Six Nations tournament approaches.
The labels feature players kicking balls, the strapline ‘Six core values that celebrate the sport’, and one of six words: triumph, passion, teamwork, respect, discipline and determination. They will appear across the brand’s Yellow Label range from 3 February until 17 March.
TWE was “excited to again launch our Wolf Blass limited-edition rugby labels into retail at this exciting time of year for rugby fans” said the supplier’s European marketing director, Kirstie McCosh. The promotion over the past two years had shown that “marking key sporting occasions with creative solutions really adds value” she added.
Last year, the push led to a 37% uplift in sales compared with a “normal” Wolf Blass promotion, said TWE. It plans to boost Wolf Blass’ presence over the Six Nations period with features on gondola ends, branded shelf barkers and header boards, as well as digital activity and gift pack promotions in selected retailers.
Wolf Blass has performed consistently well for TWE over the past year. Sales grew 6.6% (£4.7m) to £76m over the 52 weeks to 9 September 2017 [Nielsen].