Santa Rita launching new Irish campaign

Chilean wine producer Santa Rita Estates is spending €500,000 (£354,000) on a new marketing campaign in Ireland in a bid to build on its dominance in the country.

Santa Rita 120 is Ireland’s leading Chilean wine brand (Photo: Santa Rita)

Santa Rita is Ireland’s top Chilean wine producer, and its Santa Rita 120 is the number one selling Chilean wine brand in the country.

Aiming to reinforce this position, the producer is launching its summer campaign across print media, in-store furniture and competitions.

“To maintain the number one wine brand position in both the restaurant and off-licence sector in Ireland, it is vital for Santa Rita to continue to connect with its target audience,” said Terry Pennington, Santa Rita Estates export director.

Dubbed “The wine is Santa Rita, the moment is yours”, the imagery used in the campaign shows “moments in time in which to enjoy Santa Rita wines”, a statement from the company says.

“Floral images constitute the basis of the summer campaign creative, alluding to Santa Rita’s horticultural background and roots which are firmly grounded in the production of wine in both an ethical and sustainable manner,” it said.

This commitment to sustainability was recently recognised by db at the annual Drinks Business Green Awards, where Santa Rita Estates was awarded Ethical Company of the Year.

The summer campaign will begin on 7 July, targeting travellers at train stations, bus and tram stops. On Dublin’s Dart tram system, digital panels will show different Santa Rita wines depending on the weather; Santa Rita 120 Sauvignon Blanc will be displayed when the weather is sunny, and Cabernet Sauvignon when it rains.

Pennington said, “This marketing activity forms the backbone of a fully integrated campaign to support our listings both in Ireland the UK and beyond.”