Brown-Forman appoints iris to Fetzer wine account

By Joe Thomas,, Monday, 02 March 2009 12:55PM

LONDON - Brown-Forman, the American-owned wine and spirits company, has appointed iris to handle the integrated marketing account for sustainable wine brand Fetzer, following a pitch.

Fetzer wine

Fetzer wine

Iris will handle brand strategy, creative and activation activity with a new campaign targeting ‘earth friendly enthusiasts' comprising of press ads, digital, retail activation and sales promotion going live in the spring. The aim of the campaign is to generate trial and encourage frequent purchase of the Californian wine, which is one of two ethically focused products under the Brown-Forman umbrella.

Last year total sale of wine in the off-trade increased by 3.9% in the UK according to Nielsen.

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