Foster's hands Mercieca wine brief

Foster's has brought in Mercieca to promote its wines through the trade PR in the UK.

Wolf Blass: part of the Foster's group

The drinks giant's UK and European division, Foster's EMEA, has charged the agency with promoting key wine brands including Beringer, Lindemans, Wolf Blass, Penfolds, Rosemount and Castello di Gabbiano, as well as innovation and category development initiatives.

The core objective of the brief will be to reinforce the company's status as one of the leading wine suppliers in Great Britain, as well as widen communication and increase its presence in all retail channel press, including grocery, convenience, independents and the on-trade.

The account will be led by account director Katrina Ward, alongside PR director Jonathan Patterson, and report to Foster's EMEA PR manager, Chris Stroud.

Mercieca has an existing relationship with the firm, having worked with the firm on advertising projects.

Foster's EMEA was formed in 2005 when Foster's Group Limited acquired Southcorp Wines and combined it with existing subsidiary Beringer Blass Wine Estates. The group now distributes wines in more the 32 countries across Europe and sells around 9 million 9-litre cases annually.


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