Foster’s hopes to repeat Gabbiano success in UK

Drinks behemoth Foster’s Group has brought in Green Row Communications in a bid to replicate the overseas success of wine brand Gabbiano in the UK.

Tuscany: vineyard trips planned for journalists
Tuscany: vineyard trips planned for journalists

Green Row bagged the six-figure account after a four-way pitch. It will target the consumer lifestyle sections of national newspapers, women’s magazines, online media and the trade press

Gabbiano, already popular in the US, includes three wines: rosé, chianti classico and pinot grigio.

The agency will first concentrate on the rosé, positioning it as a women’s lifestyle product and a year-round drink. Statistics show that rosé is most popular at Christmas.

Green Row will draw on the wine’s Tuscan origin to position it as social, warm, friendly and accessible. It will also offer spokespeople, take journalists to the vineyard and promote the new vintages early next year.

Director Helen Trevorrow, who leads the account, said the wine was ‘the first Tuscan rosé available in mainstream supermarkets’. Trevorrow reports to brand manager Tyler Psarras.

Foster’s wants to position itself as a supplier with a premium range of wines.

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