New Zealand Wine appoints R&T to handle UK ‘Lighter Wines’ PR launch

R&T appointed to handle the UK PR launch for the New Zealand Lighter Wines programme

23rd July, 2018 by James Brown

Richmond & Towers (R&T) has been selected by the New Zealand Lighter Wines programme to manage the trade and consumer PR launch of its Lighter Wines initiative in the UK.

The project, which aims to deliver varietally expressive, full-flavoured wines with less alcohol than their conventional counterparts, continues to make inroads in the UK at a time when consumers are looking to drink less, but better across the board. The Clerkenwell-based agency will be charged with raising awareness of the natural viticultural methods used to create the wines in addition to driving fame for brands including The Doctor’s, which recently launched in Tesco, and two new own-label lighter wines in M&S.

18 leading New Zealand wine companies are taking part in the seven-year, NZ$17million (£8.7m) research and development initiative, led by New Zealand Winegrowers and co-funded by the New Zealand Ministry for Primary Industries’ Primary Growth Partnership (PGP).

The account will be handled by Richmond & Towers’ Food & Drink Team and overseen by Food & Drink Director, Simon Mowbray.

Mowbray comments: “We are delighted to be supporting this ground-breaking project. With a record summer underway, it’s incredibly exciting to support the initiative as it continues to bear fruit and UK retailers recognise the potential in meeting the growing demand for lighter alcoholic wines.”