New Zealand producer Corbans has rebranded and refined its range to offer a wine at every price point from £4 to £15. The revised collection went on the shelves this month and distributor Caxton Wines is planning a £500,000 marketing campaign that includes new advertising in instore magazines and the lifestyle press. A neck collar promotion offering consumers the chance to win a holiday in New Zealand is also being run. There is new point of sale material and instore tastings have been planned with key customers. There are now 17 wines under the Corbans banner divided into six styles: White Label, Estate, Winemakers Selection, Winemakers Private Bin and Winemakers Cottage Block. Corbans marketing manager Martin Cahnbley said: "Investment in the range is part of a long-term growth plan. This will be achieved through a focus on four key markets, New Zealand, UK, US and Australia. New Zealand has a reputation founded on the success of Sauvignon Blanc. The potential for other varieties is practically unlimited." {{DRINKS }}

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