Banrock Station targets women in media burst

Constellation Wines Europe has identified middle-class women as the primary target for its Banrock Station label and is set to aim the brand at the travel and lifestyle press.

Westbury Comms has been hired for the Australian wine, which is among the UK’s top-ten sellers, following a five-way pitch.

The consumer campaign will initially support Constellation’s sponsorship of National BBQ Week from 31 May to 6 June, and then move on to position Banrock Station as a tourist destination and highlight Constellation’s wetlands conservation work.

Westbury MD Sue Harris said: ‘Women are the gatekeepers at supermarkets so although we won’t ignore men, women’s magazines are the primary target [including Marie Claire].’ She added that the campaign would also target national newspapers to promote the brand’s £4 to £6 range.

The wine industry has seen a flurry of PR activity of late, including the first consumer campaign for the UK’s fourth-largest brand, Kumala (PRWeek, 19 March), and co-ordinated media assaults from the producers of Argentinan and Chilean wine products.

Harris said the traditional approach to building wine brands was to promote the strengths of the country in which they are produced, but because Australian wines were ‘absolutely booming’, Westbury would focus its attention on developing Banrock Station’s brand.

‘Consumers are quite confused by wines and worried about turning up to a party with the wrong wine. That is why there has been a shift to branding and marketing brands that consumers can trust,’ she said.

Constellation plans to take journalists to Banrock Station in South Australia and highlight its sponsorship of The Wildfowl & Wetlands Trust, Wetland Care and Landcare Australia.

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