New campaign for Dark Horse sees hikers embark on adventures with wine

The latest TV advertising campaign from Californian producer Dark Horse shows hikers trekking along hill paths, with a bottle attached to their rucksack.

There are a few essentials you should pack in the kit bag when heading off into the wilderness. Water, matches, maybe some bear spray… Now, Californian wine brand Dark Horse hints that you should take a bottle of wine along for the ride, too. And we’re here for it.

A new advertising campaign, which runs from now until June across Channel 4 streaming platforms, shows adventurers in the great outdoors seeking out magical moments in nature. The advert aims to drive engagement around Dark Horse Chardonnay, which has shot up to the number three position for premium Chardonnay in the UK, growing in revenue by +10%.

Underpinning the campaign is Dark Horse’s “Follow Your Own Path” strapline, which champions the brand’s unconventional approach and desire to do things differently.

The Golden State producer, which prides itself on its “rich, full-flavoured wines” includes the gold medal-winning 2019 Chardonnay, as well as a Cabernet Sauvignon and Malbec among its portfolio. There is also a Pinot Grigio, a Sauvignon Blanc and a Merlot to discover.

When streaming the ad, video-on-demand viewers can scan a QR code on their phones that takes them to the Dark Horse website, where they can learn more about the Dark Horse Chardonnay and add it to the basket of their preferred online retailer for easy purchase.

Eight bottles of Dark Horse wine are sold every minute in the UK; an achievement which the winery attributes to working side-by-side with 400 Californian grape growers to ensure first dibs on their harvest so that only the best fruit goes into its wines.

Dark Horse wines are tasted more than 100 times before they reach consumers, and are available for a retail price of £8.50.