Blossom Hill is hoping to cash in on Valentine’s Day and Mother’s Day with a limited edition promotion on its sparkling Zinfandel.
The seasonal range, rolling out now, features colourful bows - pink, blue and gold - tied to the bottle necks to create a festive vibe.
The trio had been designed to appeal to shoppers looking for gifts for either occasion, said brand owner Treasury Wine Estates, adding it had identified Valentine’s Day and Mother’s Day as two of the fastest-growing gifting occasions for wine.
“Gifting is a powerful and increasingly important growth driver for the wine category and it is vital that we provide our retail partners with innovative and smart solutions to take advantage of this opportunity,” said European head of marketing Caroline Thompson-Hill.
The promotion will run through until Mother’s Day (26 March) across Tesco, Morrisons, Asda and Nisa.
The push to seduce lovesick ladies and mums follows limited edition bottles from Lambrini and specialist gin producer Pinkster last month.