Australian wine brand Wolf Blass is bringing back its Limited Edition Rugby Label campaign – coinciding with the start of the Six Nations Championship.
Wolf Blass rugby limited edition bottles will show 15 different labels, each one depicting a position in a rugby union team and will be available to collect on bottles of Yellow Label Cabernet Sauvignon and Yellow Label Chardonnay.
The limited edition rugby labels were originally used in the Wolf Blass “Winning Line-Up” campaign, which ran in October 2015, coinciding with the Rugby World Cup, and saw sales of Wolf Blass Yellow Label grow by 25% in value terms, and an increase in penetration of 30%.
This new launch is part of the overall £1m “Chase The Cap” rugby campaign that was launched in the UK in October 2016, seeing the brand advertised on Sky Sports throughout that month. The limited edition bottles will be on sale in retailers across the UK and Ireland from 1 February to 30th March.
Caroline Thompson-Hill, head of marketing, Europe, at brand owner Treasury Wine Estates, said the success of the limited edition labels in 2015 made revisiting it for winter 2017 an obvious choice. “We are very excited to build on the hugely successful 2015 campaign. The Labels really connected with shoppers on-shelf and led to some outstanding sales results.
“The Wolf Blass brand has created a very successful connection with sport over recent years. This connection brings to life the brand’s ethos of striving to achieve your best, part of the over-arching global Wolf Blass campaign ‘Here’s to the Chase’.”