White Out of Black: The Success of Black Tower in the UK Wine Market

Grant Chaplain

Campaign to revive Black Tower, following acquisition by Grants of St James's in 1987. Previously, expansion of own label wines in Sainsbury and Tesco had depressed the premium branded lines, especially Black Tower, which could not justify their premium to the consumer; BT was seriously underperforming.
Agency: Bartle Bogle HegartyAuthor: Grant Chaplain

White Out of Black: The Success of Black Tower in the UK Wine Market

SUMMARY

Black Tower is an International Brand of German still light wine. It comes in an unmistakable black bottle which has become its hallmark.

In the UK still light wine market, Black Tower has over the years established itself with both the Off-Trade (in terms of distribution) and the consumer. It has never achieved the success of Blue Nun, its major rival.

The 1980s have seen dramatic change and growth in the nature of the...

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