Dark Horse wine launches digital campaign


Popular premium Californian wine brand Dark Horse has launched its latest marketing campaign.

Running from now until July, the digital campaign, which brings to life the brand’s “Follow Your Own Path” strapline, includes a 30-second TV spot shown via video-on-demand services as well as highly targeted online advertising.

The campaign, which is set to reach five million households across the UK, builds on the current Pathfinders social media activity fronted by chef, food pioneer and TV personality Gizzi Erskine, and aims to provide consumers with the inspiration and confidence to follow their own paths and challenge conventions for an optimal result.

The instantly recognisable horse logo will feature prominently in all communications to prompt brand recognition and draw attention to the striking new labels that were introduced in 2020, with the aim of increasing awareness of Dark Horse amongst wine consumers and bringing new drinkers to the brand.

The online advertising will drive consumers to the newly-updated Dark Horse website, where they can find out where the brand is stocked and add the product directly into the basket of their preferred grocery retailer.

This digital focus, along with an increased market penetration, has led to exceptional
growth for the brand in 2020, with volume sales increasing by +51 per cent, almost three times faster than the total still wine category, with 15.2 per cent of revenue now coming through online channels – 1.5 times higher than the total still wine category.

Leading this growth are Dark Horse Cabernet Sauvignon, currently the #1 premium Californian Cabernet Sauvignon in the UK, and Dark Horse Chardonnay, the #1 contributor of growth to the Dark Horse brand. Dark Horse Malbec also continues to show impressive growth, with sales up +112 per cent in 2020.

“The Dark Horse ethos is all about challenging perceptions and having the confidence to follow your own path by exploring different options and this is an approach that we mirror in all our marketing activities”, says Olga Senkina, Marketing Director EMEA at E&J Gallo Winery. “Over the past twelve months, Dark Horse has continued to experience exceptional demand and as our consumers continue to move their shopping habits online, it makes sense for us to connect with them through digital channels.”

Running alongside these consumer-facing campaigns, Dark Horse is also supporting independent retailers through the app *Shopt. Kicking off in June, this platform will reward independent retailers with £5 for buying and merchandising Dark Horse, with 1,000 redemptions available for a limited time. Dark Horse wines are available nationwide.

Dark Horse Red and White wines – RRP £8.50
Dark Horse Rosé – RRP £8