Mud House launches global campaign

By Éilis Cronin in Alcohol 11th August 2020

New Zealand wine brand Mud House is launching a marketing campaign called “Taste the Adventure”, in a move designed to “increase its share of the market”.

The campaign will run across print and digital formats and aims to “capture the adventurous spirit of the brand” and to “strengthen” its position as it “looks to increase awareness and sales in the UK”.

The campaign will be supported by POS and online content via the brand’s social media channels, and Mud House will also be refreshing its packaging to “reflect this positioning and improve stand out on shelf”.

The brand said it is already the most recommended New Zealand wine in the UK and has seen 43% year-on-year growth.

Tom Smith, head of marketing for Europe at brand owner Accolade Wines, said: “With a big focus on digital including social media and disruptive POS, we’ll aim to target consumers at various stages of the shopper journey, raising awareness and increasing opportunities to purchase.”