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Seasonal adjustment

Published:  23 July, 2008

With the exception of sun-loving categories such as Champagne, Pimm's and lager, the drinks trade has traditionally waited until the run-up to Christmas before launching into a frenzy of marketing and promotional activity. Although, arguably, this pattern is less true for wine brands than spirits - with ros being, obviously, far more of a summer drink than Scotch or Bailey's - most brand owners still have concentrated on the crucial November/December bi-month for their big promotional pushes. A few brands and generics might have made an appearance on the County Show circuit or at the odd classical music concert, but major summer campaigns from wine's big players have been the exception rather than the rule.

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