Spanish brand aims for massive growth
UK wine importer Thierry's will spend 150,000 on its El Prado range in a bid to make it one of the top five Spanish brands by 2009.
It aims to increase El Prado sales by more than 100,000 cases in 2008. In 2007 it sold 62,000 cases and was number 22 in terms of Spanish brands in the UK.
Sarah Chilton, marketing manager for Thierry's, claimed this was a realistic aim. "You only have to get one more big listing with a major retailer and we'd be able to reach that," she said.
The activity aims to raise its profile amongst 18 - 28 year old females and will include sampling, competitions and magazine partnerships.
It will be the official drinks sponsor of Cosmopolitan magazine's 'Everyman' male prostate and testicular cancer charity campaign in May and will also run a reader event with Glamour Magazine.
Other activity includes a competition to win a trip to the Santa Cruz De Tenerife Carnival and a chance to win 500 to spend at Spanish retailer Zara Home.
It has teamed up with designer handbag rental company, Fashion Hire, which will send out sample size boxes of El Prado with every order.
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