Traditional winter favourite Crabbie's Green Ginger Wine is being repositioned as a summer tipple to attract new consumers to the brand and increase sales outside the Christmas period.
The campaign will kick off in Scotland this week and will subsequently be rolled out nationwide.
Brand-owner Halewood International is running print advertising and has teamed up with Scottish celebrity chef Nick Nairn to encourage consumers to use Crabbie's as a base for long summer drinks and cocktails. Money-off vouchers will also be part of the mix in an attempt to encourage trial of the brand.
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