It will use trade press to build Slinky’s distribution, before it hits the bars in May. A consumer campaign will then target primarily 20 to 24-year-old women through press and broadcast media.
Blue Nun’s owner Langguth will spend £1m on advertising and PR, which will also include media promotions and product sampling.
The firm has appointed Starfish to handle PR for the launch. Starfish joint managing partner Julien Speed said there are two wine-based RTDs on the market (Bliss and Comira Coast) but they have not been marketed as a natural progression from RTDs to wine.