35 South, the emblematic Chilean wine brand, has marked its UK arrival with a multi-channel PR and social media campaign designed to align the brand with real life moments. Its Cabernet Sauvignon, Sauvignon Blanc and Merlot arrived on supermarket shelves for the first time earlier this year via listings with Sainsbury’s and Morrisons.
Part of the VSPT wine group, a leading global wine producer, 35 South has been crafted to meet the tastes of modern wine drinkers. A true challenger brand, the range delivers quality-first wines that are poised to provide consumers with greater choice in the Chilean wine category.
The story behind the wines is written in the land itself. The name marks a real place – the 35th Parallel South which passes directly through the VSPT winery in Molina, Curico valley, where the 35 South wines are produced. Its roots feeds into all elements of the range, from the winemaking and taste to the unique label designs that capture the terrain of Chile and its location.
The ‘Postcards from Home’ campaign aims to story tell moments Brits feel most at home – proving it can strike anywhere, rooted in big and small pleasure, family, friends and adventure. The campaign comprises a partnership with chef Liam Dillon of The Boat in Lichfield, national news, an extensive influencer and content campaign, social media activity, sampling across UK press and a media relations programme focused on establishing the 35 South as a challenger Chilean wine brand.
James Murch, UK sales manager for Viña San Pedro, said: “35 South is a wine from our home in Chile, to be enjoyed wherever Brits feel it. Our goal this autumn is to show up for shoppers in those moments that matter most – be it with friends and family having a roast or taking in the sunset. We want to be there and be part of it. The ‘Postcards from Home’ campaign seeks to show these moments, and secure 35 South’s place within them. Our investment is firmly squared at supporting our first UK listings and customers, demonstrating that 35 South is a brand to back. This is just the start. We’re looking forward to building on our roots in the years ahead.”
