Babydoll gears up for UK push

By Lisa Riley

Published: 14 January, 2019

Babydoll wines from New Zealand, part of Yealands Estate, is gearing up to increase its UK presence with a new campaign and its first appearance at the annual ‘Flavours of New Zealand’ tasting taking place this week.

The brand, which has had a small presence in the UK for a year and a half through its partnership with distributor Enotria & Coe, is launching a consumer lifestyle marketing campaign later this year to ramp up its presence.

Aimed primarily at 25-45 year-old, principally female, wine drinkers, the ‘Love the Little Things’ push – named such in recognition of the diminutive Babydoll sheep, has been designed to celebrates life’s little moments.

The activity would help Babydoll increase its presence in the UK in 2019 in the premium New Zealand sector across all trade channels, said Yealands Estate.

“Babydoll is perfectly positioned to enhance sales in the premium New Zealand sector in the UK, which, in multiple grocers in 2018 represented less than 1% of total New Zealand wine sales, yet showed 16% volume growth,” said senior winemaker Natalie Christensen.

Babydoll wines are from the premium Awatere Valley sub-region of Marlborough. The line-up for the UK tasting on 16th January in London comprises Sauvignon Blanc, Pinot Gris, Rosé and Pinot Noir.

“After a fantastic harvest we had a feeling this Pinot Gris was going to be something special; really focused, with these amazing lifted aromatics and beautiful concentrated mouthfeel,” said Christensen.

Plans for Babydoll wines will be implemented in conjunction with Enotria & Coe, which has been distributor for Yealands wines for around six years.

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