The campaign - ‘Are you a Riesling short of a picnic?’ - aims to promote the varietal through sampling activities at open-air picnic concerts and in-store at Tesco, Waitrose and Sainsbury.
Open-air concerts with sampling activity will run through the rest of this month and August and will include sampling at a Will Young concert at Tatton Park in Cheshire on July 31, and at Jazz Café concerts at Marble Hill House in Twickenham on August 14.
Wine experts will be on hand to advise concert-goers about the seven different Riesling wines from Germany that are available for sampling.
Where possible, the in-store tastings to be held at Tesco, Waitrose and Sainsbury will also tie in with price promotions for some of the leading brands of German wine.
Peruvian beer Cusqueña was this month officially launched in the UK at the Peruvian ambassador’s London residence. For every case of Cusqueña sold in the off and on-trade, 60p goes directly to the Esperanza foundation for impoverished children in Peru.
Iconic perry brand Babycham is bringing out 5,000 sets of two branded glasses in response to consumer demand. Justine Powell, senior brand manager, said the drink had a loyal consumer base.
Birra Moretti, the Italian beer distributed by Heineken UK, has launched its ‘Taste of Italy’ campaign, which will continue through August in Asda stores nationwide. Shoppers will have the chance to win a trip to the Toscana Saporita cooking school or one of 50 Italian food hampers.
Grolsch will be using a poster campaign to promote the launch of its four-pack version of 450ml swingtop bottles. The new ad runs through July and highlights the fact the swingtop is imported from Holland.
Interbrew UK has agreed a three-year deal for Castlemaine XXXX as the Official Beer of Rugby League and the official beer of the GB Rugby League Team.
Mexican beer brand Sol has announced a new poster campaign and the launch of a Sol beer website. The ad concept is that Sol beer takes you to a better place, whether at home, on the train or at work.
Chilean wine brand Chileno is offering consumers a chance to win a fortnight for two to the Caribbean island of Grenada. Look for the Instant Win message on the cork.
Beer for charity
‘taste of italy’ drive
Xxxx rugby deal
Beer on the web
caribbean wine win