Best-selling premium Californian wine brand, Dark Horse has unveiled its latest marketing campaign. Launching this month and echoing the brand’s “Follow Your Own Path” strapline, the campaign will provide consumers with the inspiration and confidence to follow their own paths and try new things through a series of influencer partnerships.
Dark Horse will be collaborating with four high profile influencers (AKA the Dark Horse Pathfinders), all famous for breaking the mould to follow their own path. These include chef, food pioneer and TV personality Gizzi Erskine, adventurer Jamie Jewitt, Team GB Kayaker-turned-explorer Tommy Brady and former SAS soldier and TV presenter Mark Billingham.
Each will draw from their own experiences and approach to life to create compelling digital content that will take their followers on exciting micro-adventures, that encourage them to challenge their boundaries. Themes covered will include unique and unexpected Easter food & wine pairings and outdoor eating adventures in Spring and Summer, with content shared on both Dark Horse and the Pathfinders’ respective social media channels.
The activity will kick off mid-March with content from Gizzi Erskine (@gizzierskine). Renowned for combining new and unusual flavours in her cooking, Gizzi will focus on creating informative and eye-catching content, showing her followers how to create stand-out food that pairs beautifully with Dark Horse wines and encouraging them to do the same through a live cook-along.
“Challenging convention and exploring new and innovative approaches is at the heart of the Dark Horse ethos,” says Olga Senkina, Marketing Director EMEA at E&J Gallo Winery. “We know that doing things differently can often lead to a better outcome. This is reflected in our approach to winemaking, where our winemaker Beth Liston breaks the norm by combining traditional and modern techniques, and through our exciting collaborations that encourage consumers to follow their own path and challenge the norm, in the knowledge that they will reap the rewards.”
Instantly recognisable on shelf thanks to its stylish and eye-catching packaging, Dark Horse experienced exceptional growth in 2020, with volume sales increasing by 51%, adding over £10M to the wine category.
The #1 premium Californian Cabernet in the UK, Dark Horse Cabernet Sauvignon is the #1 contributor of revenue growth to £7+ Cabernet Sauvignon, while Dark Horse Chardonnay is the #1 contributor of growth to the Dark Horse brand and is a leading contributor of revenue growth in £7+ Chardonnay. Dark Horse aims to further this growth by reaching 4 million consumers through its marketing activity in 2021.
Dark Horse wines are available nationwide.
Dark Horse Red and White wines – RRP £8.50
Dark Horse Rosé – RRP £8
1 Throughout this press release, premium is defined as 75cl still wine sold at £7+
2 Nielsen ScanTrack – Total Off-trade. MAT 02.01.21, Still Wine 75cl, Volume
3 Nielsen ScanTrack – Total Off-Trade, MAT 02.01.21, Still Wine 75cl, Revenue