Treasury Wine Estate’s Wolf Blass brand has been announced as the official wine partner of this year’s ICC Cricket World Cup.


A £1m integrated campaign to support the partnership is set to launch this summer and will include an experiential sampling event, wine tastings, social media, digital, print, PR and in-store activity.

Limited-edition cricket-themed bottle labels are also being made available to off-trade retailers across the Wolf Blass Yellow and Silver Label portfolios.

Treasury Wine Estates European marketing director, Kirstie McCosh, said: “We’re delighted to announce that Wolf Blass is once again the Official Wine Partner of the ICC Cricket World Cup and we have an exciting summer of marketing activity planned. Sport is one of our key strategic platforms and there is no doubt that the Cricket World Cup is one of the biggest sporting events happening in the UK this year.

“The plans hit all touchpoints, both in and out of store and we expect the campaign to reach more than 10m consumers this summer. The Cricket World Cup gives us a different way of engaging with our consumers through a sport that they are passionate about and the partnership with the ICC is a natural fit for the Wolf Blass brand, as both share the same core values – the pursuit of triumph.”