Most Wanted Wines is heading to Hastings Pier on 21st and 22nd August on the final leg of its On The Run summer tour. The brand has taken its market-leading* canned wines back the road this summer with its first post-lockdown consumer campaign, heading to seaside towns and urban beaches in a specially designed mini can van, The Getaway Wheels.
The ‘On The Run’ campaign has partnered with a local bar venue in each location to sample and sell chilled cans of Most Wanted Pinot Grigio Fizz and Pink Fizz, supported by a lower alcohol alternative in the form of PinotPinot wine Spritzer cans.
The tour has visited locations including Brighton’s Bison Beer Beach Bar, Margate’s Sea Shed and The Great Northern Beach Club in Manchester along the way, with prizes including £1,000 vouchers for The Pig Hotels, a year’s worth of wine, vouchers for Dishpatch restaurant deliveries and lots of wine and limited-edition merchandise.
Marketing Director Rachel Archer said: “2020 was such a difficult year for promoting our brands. We had great success connecting with our audience on our social media platforms, but we were very excited about getting out on the road again! Partnering with outdoor on-trade venues allows us to help the hospitality sector at a crucial time and to celebrate the fact that so many UK holidaymakers will be enjoying staycations. It has been fantastic to meet and engage with consumers in real life once more and make this a Most Wanted Summer!’
For more information on the tour, head to Instagram @mostwantedwines to follow the action.
*Source: Nielsen MAT 8.6.21.
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