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Published:  23 July, 2008

Southcorp is backing Lindemans with the largest-ever spend on an Australian wine brand - a 3-million sponsorship of four ITV drama series. The seven-month-long campaign kicked off with Rosemary & Thyme, starring Felicity Kendal, last weekend, with future programmes said to feature the likes of Martin Kemp and Michelle Collins. Southcorp estimates that the campaign will be seen by over 17 million people nationwide, with point-of-sale material - such as shelf wobblers, fridge stickers and shelf strips - made available to the off-trade to ensure the campaign reaches stores at consumer level'. Lindemans is currently enjoying strong growth, with the latest bi-month MATs showing a 43% growth by volume and 54% by value.