Draught wine for 2009

Constellation Europe is to put its weight behind draught wine in pubs throughout 2009.

"We believe serving wine on draught is a huge opportunity," said VP of European consumer marketing, Clare Griffiths. "It's about understanding consumer needs. The draught dispense isn't right for all our customers, but it is perfect for high-turnover pubs."

The global wine giant has a range of wines already dispensed in draught format, such as its Stowells and Echo Fall brands. Last October it also brought out an exclusive on-trade draught wine brand, Jack Rabbit.

"The move to draught is part of our strategic initiative," Griffiths said. "What we need to do is establish exactly how to educate the on-trade about the opportunities in draught.

"It can offer competitive price points and add value to the category, which is ideal during the current recession," she explained.

"It's an ideal way to serve a glass of wine. Otherwise the brand often isn't visible because the bottle is stuck

at the back of the bar. It makes it easier to create the perfect serve."

The company also announced last week that it had signed a deal to sponsor Channel 4's Come Dine With Me TV show.

The sponsorship will support three of Constellation's flagship brands — Echo Falls, Kumala and Hardy's — and will run for seven months.

"We are very excited about the opportunity this offers us to really bring our brands to life," said Griffiths.