Apothic launches Red October campaign


Following its success in the USA, best-selling premium Californian wine brand Apothic will be rolling out its Red October campaign in the UK this autumn.

Running from now until November, Red October is an initiative which is aimed at driving awareness and sales of Apothic Red, both in-store and online.

Red October will feature Apothic’s iconic “Beyond Smooth” digital campaign. Created to
highlight the smooth credentials of the brand’s flagship wine, Apothic Red, this 15-second reel will be shared via YouTube and on TV via Finecast to reach over 3 million consumers across the UK.

In addition, throughout October Apothic will be running activities in-store and online
through their grocery partners, as well as through the impulse and convenience channels.
Apothic will also support customers through the Shopt app.

Red October will culminate in World Apothic Day on 30th October, a one-day digital takeover across Apothic and its retail partners’ digital platforms.

Apothic Red is the UK’s #1 premium US red wine and has the highest repeat purchase rate amongst premium red wines at 38 per cent, nearly twice the premium category
average (20 per cent). Since its launch in the UK last year Apothic Cab has already become the #1 contributor to growth of premium Cabernet Sauvignon with nearly ¾ of this spend being incremental to still wine.

“Apothic sold a record-breaking 90 bottles a minute in the US in the run up to Christmas last year, proving that the signature smooth style of Apothic wines is perfect for the cooler autumn months,” sayid Mark Stammers, Sales Director for UK & Ireland at E&J Gallo Winery. “By linking up with retailers and through engaging social media content designed to generate greater visibility, we hope to repeat that success in the UK and drive sales.”