E&J Gallo Winery is launching an advertising campaign for its Californian wine brand Apothic.

The campaign is fronted by a 20-second spot featuring Apothic Red and Apothic Cab which highlights their smooth credentials, running across Sky channels throughout October and November.

According to IRI data, Apothic Cab has become a top-three premium Cabernet Sauvignon in the UK.

The supplier estimates the spot will reach 1.2 million consumers, and will support it further with a digital influencer campaign, in-store and digital PoS and sampling campaigns.

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Additionally, independent retailers will be offered incentives to stock Apothic wines through cashback rewards via the Shopt app.

“Apothic continues to perform strongly on both international and UK stages, thanks to its widely appealing smooth wine style”, says Mark Stammers, sales director UK & Ireland, at E&J Gallo Winery.

“Apothic has a very loyal following with a strong repeat purchase rate and a high number of positive consumer endorsements on retailer websites. Through this campaign, we’re aiming to increase brand awareness and encourage trial at an important time in the calendar for premium wines.”

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