Wolf Blass relaunches rugby-themed labels as Six Nations looms

The Six Nations begins this weekend and Treasury Wine Estates has launched a range of rugby-themed Wolf Blass labels to appeal to fans of the sport.

England begin their defence of the famous trophy against Italy in Rome on Sunday, while Ireland – the team most likely to dethrone Eddie Jones’ men – get their campaign underway in Paris on Saturday.

The Australians took a pasting in the autumn internationals, losing to both England and a resurgent Scotland, but that has not dampened the Aussie brand’s appetite for the sport.

It is relaunching limited-edition rugby-themed bottles across five SKUs in its Yellow Label range: Cabernet Sauvignon, Chardonnay, Malbec, Shiraz and Sauvignon Blanc.

Each one is designed to focus on “core values that celebrate the sport of rugby and the values it represents – namely Triumph, Passion, Teamwork, Respect, Discipline and Determination”.

TWE said last year the promotion led to a 37% uplift in sales compared to a normal Wolf Blass promotion in the grocery channel.

Kirstie McCosh, marketing director at TWE, said: “As the promotion over the last two years has shown, marking key sporting occasions with creative solutions really adds value, drives sales and awareness in-store.

“We know from past campaigns and our research that retailers are looking for events and especially sporting occasions that will resonate with shoppers as an opportunity to get behind. Shoppers associate the Wolf Blass brand very strongly with sport and our retail partners really buy into our activation plans.”

The limited-edition bottles will be on shelf from February 3 to March 17. 

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