For Immediate Release |
Press Contact: Alicia Laury 415.912.3851 alicia.laury@cwine.com |
Alice White Launches National TV Advertising Campaign
Last Year's Success Prompts Second Campaign for Top-Selling Brand
Concord, CA. (September 1, 2005) — Alice White, one of the fastest-growing Australian wine brands in the United States , will launch its second national advertising campaign this September. Targeting premium wine consumers, the ads will air nationwide from September through December on top National Cable Networks.
The creative, developed by M L Rogers Agency in New York, offers a fun and hip look at Alice White wines. The commercial features upbeat music and an Australian voiceover with a storyline that has some fun with a “Down Under” theme.
The Alice White advertising campaign includes national cable advertising as well as targeted, regional promotions. National cable advertising will run from the first week of September through the last week of December, covering every major market in the United States during the height of holiday wine purchasing and consumption. Ads will air on eight popular cable channels, including Bravo, A&E, Travel, Food Network, Lifetime, and HGTV.
Last year's advertising campaign – the first ever for the top-selling Australian brand – took Alice White sales from 26.8% growth prior to the ad airing to 75.8% during the campaign (when compared to volume sales for the same period last year). After the TV advertising campaign was over, sales of Alice White held at 56.2% growth over the same period the prior year, illustrating the tremendous impact of the ads on the brand.
“The hip, upbeat tone of the Alice White ads really resonates with consumers. Last year's advertising campaign resulted in phenomenal sales growth for the brand, outpacing the category while the ads were running and in the weeks and months after," said Alice White Brand Director Tim Peters. “We're looking forward to fantastic results this year as well."
Round 2, based in Los Angeles , CA , handled the Alice White media buy.
Alice White offers critically acclaimed and consistent "Best Buy" choices in seven popular Australian varietals: Chardonnay, Shiraz , Lexia, Merlot, Cabernet-Shiraz, Cabernet Sauvignon and Semillon-Chardonnay.
Alice White is imported by Canandaigua Wine Company, the popular-priced and premium wine producer of Constellation Wines U.S, which is part of Constellation Wines, the world’s largest wine business, an operating division of Constellation Brands, Inc. (NYSE: STZ and STZ.B) ("CBI"). Constellation Wines U.S. encompasses three of CBI's U.S. wine businesses: Canandaigua Wine Company, Pacific Wine Partners, and North Lake Wines. Leading brands include Arbor Mist, Cook's, Covey Run, Inglenook, Talus Collection and Vendange.