Blossom Hill uses shopper campaign to revive sales

Blossom Hill, the wine brand owned by Treasury Wine Estates, is partnering beauty retailer Feelunique in an attempt to turn around falling sales.

Blossom Hill: tie-up with Feelunique
Blossom Hill: tie-up with Feelunique

Caroline Thompson-Hill, marketing director for Europe at TWE, said the brand needs a compelling shopper marketing campaign to win over consumers. "The wine category is a battleground," she said. "Most decisions are made at the point of purchase."

Thompson-Hill said last year’s campaign, "Share a little loveliness", grew brand awareness from 70% to 87%.

Blossom Hill is working with Geometry@JWT on the Feelunique promotion, which includes more than £16m worth of "money off" vouchers and almost seven million "20% off vouchers" given away on bottles. It will be supported by a TV campaign by J Walter Thompson, launching in June. 

Blossom Hill was overtaken by Echo Falls as the UK’s second-biggest wine brand after sales fell 14.9% to £188.9m in the year to February, according to IRI data. This followed a 10.2% decline in sales the previous year. The biggest brand is Hardys.*

Thompson-Hill said the slump was a result of marketing underinvestment by Diageo, which sold the brand to TWE in January 2016. "Blossom Hill always has been a really strong brand," she said. "Consumers still loved it, it just hadn’t had the support it needed."

* Echo Falls' sales total includes its blended wine product, Fruit Fusions. In the year to 22 April, the Echo Falls brand had total sales of £195.3m. Exclusing Fruit Fusions, sales were £182.8m - behind Blossom Hill, on £185m (IRI data).

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