Blossom Hill has launched a new Californian Pinot Grigio, which will be supported by a £500k TV advertising campaign this month.
The launch is timed to capitalise on increasing consumer demand for the Pinot Grigio grape variety before the lucrative summer months hit.
Liz Ashdown, marketing manager at Blossom Hill, said: “The UK consumer’s love affair with Pinot Grigio has seen a surge in sales over the last 12 months, but it has yet to be seriously developed under the banner of a brand. We feel this is a variety with which our consumer has a very real affinity hence our significant investment.”
Blossom Hill Pinot Grigio will be distributed by Percy Fox.