Gran Tierra ups its environmental credentials
From this month, Constellation Wines’ mainstream Chilean wine brand, Gran Tierra, will be launching a lightweight bottle communication on-pack across its full range.
From this month, Constellation Wines’ mainstream Chilean wine brand, Gran Tierra, will be launching a lightweight bottle communication on-pack across its full range.
All Gran Tierra wines will now feature ‘Lightweight Bottles: Lighter on the Environment’ messaging on the capsule and back label. Gran Tierra bottles are 33% lighter than the average UK wine bottle, which lowers the brand’s environmental impact and significantly reduces its carbon footprint. The wine is also bottled in the UK to help reduce this further.
This is the latest development since the brand’s launch in October 2009. In just over 12 months, Gran Tierra has gathered real momentum, with retail sales surpassing £14m to date, thanks to continued marketing and in-store investment.
Following a major outdoor advertising campaign and an on-pack promotion offering consumers the chance to win one of ten balloon flights across the Andes, Gran Tierra recently launched a cash and carry-focussed promotion to drive sales in the crucial run-up to Christmas.
The promotion gave retailers purchasing Gran Tierra the chance to win a share of £8,000 to spend on Constellation wines and wine-style drinks in their local cash and carry.
Source: Constellation Brands’ Inc.
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