Stowells of Chelsea is spending £1.2m on a new advertising campaign to position the brand as informal wines for everyday drinking. It breaks next week in mid-market national press and Sunday supplements. Stowells senior brand manager Clare Griffiths said: "The new campaign is a refreshing change from traditional wine advertising. "Research with our target consumers confirmed that most of them don't know a huge amount about wine, but they know they like it!" The advertising sets out to show wine as an informal drink in everyday settings. There are four executions in settings which include a Friday night takeaway, a weekend gathering, and a rain-lashed tent. "We've focused on everyday occasions when people drink wine rather than leading with product details. We think this approach will connect with our customers in a more relevant way." Each advertisement features a different style of wine with the strapline Taste the world'. The brand offers 26 wines from 11 countries. The 75cl bottle range, launched last year, is "performing well" with a "strong" rate of sale, according to Stowells. The three litre wine box range is recording 23% year on year volume growth ­ against 16% for the sector according to ACNielsen MAT for May/June 2000. {{DRINKS }}