Matthew Clark is planning to put some new life into the wine cooler market by putting a £4m marketing budget behind Arbor Mist, its recent entry into the sector. The products are a slightly sparkling, lower alcohol mix of wine and fruit juice. The Arbor Mist ranges comprise a Peach Chardonnay based on Chilean wine and an Exotic Fruits Zinfandel with wine from California. These wine style drinks are worth £78m and are dominated by Lambrini which ACNielsen reports has a 22.3% volume share. Matthew Clark has five brands in the top 10, Babycham, Country Manor, Rougemont Castle, Arbor Mist and Concorde. Arbor Mist was launched in the US in 1998 and legal wrangles delayed its launch in the UK to the latter half of last year. Now it has gained distribution it will be supported by a £1m ad campaign and a full range of promotional activity. Ads are going in key women's titles and national newspaper magazines and there will be an on-pack promotion with a first prize of a Californian Venice Beach holiday. A sampling campaign at Ann Summers parties worked well last year and will be repeated this summer. {{DRINKS }}

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