CWF Unveil Marketing Plans For Silver Bay Point
05 Dec 2013 --- CWF's hugely successful Silver Bay Point brand is extending its target market to include men. Its 2013 marketing plan will for the first time include sponsorship of Daniel Lloyd Racing as Daniel competes in the Porsche Carrera Cup GB Championship.
Porsche Carrera Cup Great Britain is at the very pinnacle of British motor racing. Stunning cars, top teams and drivers and unrivalled back up from Porsche Cars Great Britain guarantees spectators, both trackside and at home watching live on ITV4, an exciting viewing experience. Huddersfield based Daniel goes into 2013 having been named a British Racing Drivers' Club 'Rising Star' and he is the first driver in the history of Porsche Carrera Cup GB to be named the Porsche Carrera Cup GB Scholar for a second season.
Sales of beer have fallen by 7.5% in the Off trade year on year as men are swapping out of the beer category and into wine. Silver Bay Point which is the number one brand in the thriving British Wine category, with a leading 33% market share across total off trade volume sales is perfectly placed to make the most of this opportunity to further increase sales by targeting the male consumer.
The success of Silver Bay Point can be attributed to the growing demand amongst consumers both male and female for wine style drinks that fall in to the lower alcohol category, deliver well on quality and packaging good looks and offer exceptionally attractive price points all year round.
The sponsorship of Daniel Lloyd Racing will see Silver Bay Point targeting a wider audience and in particular men for the first time and is part of an overall marketing campaign worth £650,000 for 2013.
Julie Ingham, Marketing at CWF comments, â€When we first launched our Silver Bay Point brand we were firmly aiming it at women aged between 18-35 years who were looking for an lower alcohol alternative to their usual wine. We have been delighted by the success of Silver Bay Point over the past couple of years and have watched the brand as it goes from strength to strength.
"We thought that 2013 would be the perfect time to extend that target market to include men in order to make the most of the fact that more men are now choosing to drink wine. Our sponsorship of Daniel Lloyd Racing is a clear commitment to helping us achieving that goal and we are looking forward to a season of high excitement as the drivers battle it out to be the winner of the prestigious Porsche Carrera cup."
