New Zealand wine producer Villa Maria is about to launch a multi-country activation, starting with its largest investment to date in key market the UK.
‘Live in the Delicious’ will showcase the namesake brand’s Sauvignon Blanc in the market. The campaign features out-of-home, social media and digital presence as well as in-store promotion.
The activation will head to the US, Australia and New Zealand “later this year”. Financial details and timings for the activity were not disclosed.
Citing Nielsen MAT figures to 25 March, the winery’s owner Indevin, which acquired Villa Maria in 2021, said the brand is New Zealand’s largest by value in the UK. Figures out of New Zealand late last year showed total shipments in September setting “a new … [monthly] record”, coming in at NZD287m [US$166.7m].
How wine is approaching today’s consumer trends – Market Intel
