Stormhoek is pairing up with social networking site Facebook to promote its new look and the launch of a premium range.
The South African wine, distributed by Orbital Wines, will carry neck tags featuring Facebook. The company has set up wine clubs for users and is in talks to organise a series of parties next year as part of a Valentine's Day campaign.
"Facebook is a good fit for the brand because it shares our values, such as a culture of friendship," said Catherine Monahan, sales and marketing manager.
The 'aspirational' packaging runs across the £4.99 range, to which two new blended wines will also be added - a white 2007 and a red 2007. The entry-level £3.99 tier has also been overhauled, with six cartoon labels designed by blogger Hugh Macleod.
The premium tier comprises two white and two red wines (rsp £6.99). All four are exclusive to the grocery and multiple specialist channels and will hit shelves in October.
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