Ehrmanns Update

Summer in the city with Arniston Bay...
Commuters were treated to a taste of summer with Arniston Bay in rail stations around the UK in July. This activity, a key part of the latest marketing campaign to raise awareness of the environmental credentials and convenience of the Arniston Bay pouch, was kicked off with a week long competition in commuter’s favourite newspaper, Metro.

The Metro activity ran over one week, with a half page reader competition running each day.  Entrants were given the chance to win a holiday for two to South Africa, and visit the inspiration behind the brand: the laid back fishing village of Arniston, on the southern tip of South Africa.

The Metro newspaper is the urban newspaper, with over 2.7 million readers, and is distributed free in the mornings in 15 cities across the UK including London, Manchester, Birmingham and Leeds.

The competition was an excellent platform to target consumers on their daily commute and was a good opportunity to communicate the environmental and convenience benefits of the Pouch.

The Arniston Bay 1.5litre pouch is a revolutionary type of wine packaging which has an 80% less carbon footprint and 90% less waste and landfill than a conventional wine bottle. Not only that, it is lighter to carry than glass, quicker to chill in the fridge, convenient and stays fresh up to one month from opening.

Since its launch at the LIWSF 2007, the Arniston Bay pouch has fast established itself as the ultimate convenience on the go pack. As a result of this success, a Cabernet Merlot is being added to the 1.5 litre range as well as a 250ml size to be launched in late August and 3 litre pouch in the forthcoming months. The 250ml single serve pouch is designed for the convenience, travel and events sectors in mind, and the 3 litre pouch as a lightweight alternative to the traditional bag in box. These broaden the appeal of the pouch and are suited to different wine consumption occasions.