I heart wines is strengthening its connection with Gen-Z this summer, launching its nationwide I heart kinda Summer experiential campaign that will build on significant brand momentum and category growth.
Kicking off on Tuesday 5th May at the University of Liverpool, I heart’s TukTuk will tour key university campuses across the UK, combining product sampling with social-first experiences aimed at engaging with next-generation drinkers. With bold pink branding, I heart scratchcards and built-in selfie moments, the activation is designed to maximise shareability and peer-to-peer amplification, which is key to engaging Gen-Z audiences.
At the centre of the I heart kinda Summer campaign is the newly recruited ‘I heart Sip Squad’ which introduces 12 brand ambassadors creating relatable, occasion-based content across social platforms.
In addition to campus activity, I heart will activate at key cultural events, including a Leeds Hyde Park pop-up and a bold presence at Brighton Pride in the Park at the beginning of August. These moments are designed to reinforce the brand’s inclusive, vibrant identity while driving further social engagement.
By focusing this campaign on its fast-growing sparkling range which has already proven to recruit younger drinkers, I heart is aligning product strategy with audience behaviour. The integrated approach blends experiential marketing, creator content, and targeted media to convert awareness into trial and loyalty.
This approach is underpinned by strong commercial momentum. Worth £120M RSV, I heart continues to outperform the market, delivering +17% value growth and +19% volume growth. The brand’s sparkling portfolio is a key driver, attracting younger consumers with +25% value and +29% volume growth, while Prosecco Rosé continues to grow in popularity, surging ahead at +43% value and +52% volume growth.
With this solid market performance and a clear focus on Gen-Z relevance, I heart’s summer campaign signals a brand confidently building on its success while shaping the future of wine engagement.
Data source: Circana, 15.03.26, 12w, total market.
