Dark Horse announces new advertising format


Dark Horse has followed its own path with the roll out of its advertising campaign. Through the new Amplify media format, the brand seeks to drive engagement around Dark Horse Chardonnay, the #3 premium Chardonnay in the UK, growing ahead of its segment at +10 per cent by revenue.

Running from now until June across Channel 4 streaming platforms, the advert builds on Dark Horse’s iconic Follow Your Own Path strapline which champions the brand’s unconventional approach and desire to do things differently to deliver a better than expected result.

The advert, which features adventurers in the great outdoors, starts in full screen before shrinking to highlight Dark Horse’s best-selling SKUs Chardonnay, Cabernet Sauvignon and Malbec, and zooming in on the gold medal award-winning 2019 Dark Horse Chardonnay.
Video on Demand viewers can click through to discover more for desktop and mobile formats, or via a QR code which they can scan on their phones. They’ll then be taken to the Dark Horse website where they can learn more about the Dark Horse Chardonnay and add it to the basket of their preferred online retailer.


Instantly recognisable on shelf thanks to its stylish and eye-catching packaging, Dark Horse is the UK’s best-selling US Premium wine brand, with eight bottles of Dark Horse wine sold every minute in the UK, 24 hours a day, seven days a week. The brand’s success is testament to its commitment to doing things differently. The Dark Horse team works side-by-side with 400 Californian grape growers to take the first pick of their harvest so that only the best fruit goes into its wines. The wines themselves are tasted over 100 times before the consumer pours their first glass. It is therefore no surprise that Dark Horse has won 100 awards over the past 2 years internationally.

Dark Horse wines are available nationwide, RRP £8.50.