Banrock’s Weight Watchers tie-up branded misleading

Reh Kendermann has refuted Banrock Station’s claim to a partnership with Weight Watchers.

The German company, which produces Weight Watchers Wines, issued a statement yesterday stressing that “misleading” information had been issued on behalf of Banrock Station’s owner, Accolade Wines.

A release from Accolade had stated that “Banrock Station Light is stepping up its efforts to champion the lighter drinking category with a new £1 million heavyweight marketing campaign, including a link-up with Weight Watchers.”

However, Chris Stirk, director of Weight Watchers Products and Licensing explained, “Reh Kendermann GmbH is exclusively licensed to produce Weight Watchers wine and is the only wine range to include Weight Watchers ProPoints® values on the label.”

Continuing, he said: “Contrary to a recent press release, no ‘partnership’ exists between Weight Watchers and either Accolade Wines or Banrock Station Light.”

However, he added: “Accolade Wines have placed advertising for Banrock Station Light in certain issues of the Weight Watchers Magazine.”

Accolade Wines denied that it had issued misleading information regarding the Weight Watchers tie-up.

A statement from the company said: “Accolade Wines refutes the allegation that we’ve issued misleading information.

“Consistent with Chris Stirk’s comments, Banrock Station Light has launched an advertising campaign in Weight Watchers Magazine and on-line. This is part of a wider national campaign which includes advertising across publications such as Hello, Glamour and OK Magazines.”