Wolf Blass is returning to TV next month and offering shoppers instant win rugby-themed prizes as it launches a new marketing campaign.

The Treasury Wine Estates (TWE)-owned brand has launched “Chase the Cap”, a through the line campaign, which looks to drive shoppers into store through TV advertising, which will be seen on Sky Sports throughout October, and an instant win mechanic on Limited Edition bottles of Wolf Blass Yellow Label.

Shoppers will find a message under the cap of their bottle to see if they have won – and prizes include luxury European Rugby Weekends for 2, as well as other Rugby themed prizes and premium Wolf Blass wines.

Caroline Thompson-Hill, head of marketing UK/Ireland and Western Europe at TWE, said: “Wolf Blass is one of TWE’s most successful global brands and we’re thrilled to support its strong performance in the UK. We’re confident that this campaign will drive continued growth for the brand, and premiumisation for the overall category.

“We’re pleased to offer shoppers an instant win – something we know engages in-store. As a business TWE is always looking to try something new to drive performance in the category.”