New campaign looks to build on a historic year for Australian brand

Wolf Blass is offering shoppers instant win rugby-themed prizes as it launches a new marketing campaign, seeking to build on its continued success in Ireland.

The brand, distributed by Findlater Wine & Spirit Group, has launched “Chase the Cap”, a Through The Line campaign featuring an instant-win mechanic on limited edition bottles of Wolf Blass Yellow Label.

Shoppers will find a message under the cap of their bottle to see if they have won – prizes include luxury European Rugby Weekends for two, as well as other rugby-themed prizes and premium Wolf Blass wines.

The Chase The Cap campaign is linked to Wolf Blass’s Global platform of “Here’s To The Chase”, which celebrates the bold pursuit of triumph and those back themselves, a trait that often separates those who dream and those who achieve – something that is fundamental to success of the brand and its founder Wolfgang Blass.

The Australian brand has scored significant success in Ireland retail over the last year, delivering 17.5% volume growth, and growing volume and value share by 2.7% (Nielsen, MAT to March 2016).

Richard Moriarty, Marketing Manager at Findlater Wine & Spirits, said: “Wolf Blass is one of the most successful global brands and we’re thrilled to support its strong performance in Ireland. We’re confident that this campaign will drive continued growth for the brand, and premiumisation for the overall category.”

He added: “We’re pleased to offer shoppers an instant win – something we know engages in-store. As a business we is always looking to try something new to drive performance in the category.”

The campaign launch follows hot on the heels of Wolf Blass Chief Winemaker Chris Hatcher being named Red Winemaker of the Year at the International Wine Challenge in London – the third time in less than ten years he has won this award.