Allied Domecq to promote wines

Drinks firm Allied Domecq UK is set to increase the profile of three of its wine brands in a consumer lifestyle media campaign.

It has hired an external agency to handle wine PR for the first time, choosing Focus PR to handle the six-figure account. The agency will concentrate primarily on a consumer media push for flagship premium brands Montana, Campo Viejo and Lindauer, as well as product launches.

The firm has also hired Charlotte Bell from John Armitt Wines as PR manager for Mumm and PerrierJouët Champagnes, for which Proven PR handles trade and specialist wine media relations.

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