Borkowski lands Blossom Hill brief

Blossom Hill, the UK's best selling wine brand, has handed its consumer account to Borkowski after splitting with four-year incumbent Lexis PR.

Borkowski MD Larry Franks said it would target professional women with a message that the Californian brand features ‘good time drinks for any occasion'.

‘Blossom Hill is a champion brand among 35 to 54-year-old female drinkers and we will be reinforcing that,' said Franks.

Sales of US wines rose by 15 per cent to £648m last year according to AC Nielsen, which predicts US wines will outsell their French rivals next year.

But Franks emphasised Blossom Hill's provenance will not be part of the brief. ‘Blossom Hill consumers focus on what the product is and what it tastes like rather than where it has come from,' said Franks. ‘These are approachable wines, region is not an issue.'

Borkowski recently ran a three-month trade campaign for Blossom Hill to support a £1m ad campaign by JWT London, and has represented Piat D'Or, owned by the same firm, Percy Fox, for the past four years.

It will continue to handle Blossom Hill's trade PR.

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