Treasury Wine Estates (TWE) has launched a sponsorship campaign with the UK’s Food Network channel.
Adverts for Rosemount Estate will run for two months at slots before, during and after primetime cooking shows such as Jamie’s 15 Minute Meals.
The brand is also running a competition to give consumers the chance of winning one of five weekends at Lucknam Park Hotel & Spa in Bath.
Matthew Bird, marketing director at Treasury Wine Estates, said: “Consumers are now less focused on dining out and are eating at home, with many choosing to enjoy wine with their home-cooked meal. Figures show shoppers trade up and spend 28% more when they buy wine with food.”
TWE has also updated its Penfolds range with a new gift pack. Presented in a wrapped box, the product makes a great last-minute gift. With an RRP of £9.99, it taps in to the trend for trading-up at Christmas.
Dan Townsend, Treasury Wine Estates general manager, said it is important for convenience stores to stock a balanced range, including premium wine. “If you only offer your shoppers £5-£6 wine, that’s all they will buy – or they will go elsewhere,” he said.