Taylor’s Late Bottled Vintage Port is launching a press advertising campaign in a bid to boost festive sales.
The brand, which achieves around 40% of its sales in the last six weeks of the year, will advertise under a strapline of ‘The world’s greatest wines are easy to recognise’ and will feature an image of a bottle emerging from the shadows.
The campaign is part of a drive to give Taylor’s, the number two port behind Cockburn’s, a more premium image.
Andrew Hawes, managing director of UK agent Mentzendorff, said Christmas activity would focus on value added packs, including bottles of vintage port being sold with a decanter funnel.
He said the company would steer clear of heavy price promotional activity, which could affect brand equity.