Banrock Station announces £1m 'lighter drinking' campaign

Published: 08 December, 2011

Accolade Wines has announced a £1m marketing campaign for its Banrock Station Light brand in a bid to champion the lighter drinking category.

The campaign will include a link-up with Weight Watchers, as it focuses on its "60 calories per 125ml glass, 100% taste", tagline which has been highlighted as a key category and consumer driver.

Advertising will span the Weight Watchers portfolio including the Weight Watchers magazine, its website and weekly email newsletter.

The six month campaign launches in January and is set to reach 5m UK female 'Routiners'.

'Routiners' are described as 'midlife family established drinkers' - a consumer group identified in Accolade's Wine Nation Report 2011.

Wine is a part of their daily lives where the drink of choice at home, they establish which varietals and brands they prefer, have a keen eye for offers and deals on these, and 68% are health conscious.

Other print advertising will appear in national consumer press, including Hello, Glamour, OK and Good Housekeeping magazine.

Neil Marolia, Banrock Station brand manager, says: "We are delighted to announce this heavyweight programme of investment in Banrock Station Light - a brand that is leading the way in the lighter drinking category.

"We feel the link-up with Weight Watchers will showcase the brand to audiences that have a real interest in a product that delivers on taste and offers 60 calories per 125ml glass."

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