The wine, famous for its black bottle, is Germany’s biggest exported wine brand, and 45 per cent of its sales are in the UK.
YesMore drinks marketing agency will lead on global strategy and creative, organic and paid social, content production, and oversee PR, events and point of sale – partnering with specialist agencies both in the UK and elsewhere as needed.
The appointment comes ahead of a summer relaunch for the brand, which will see it reveal a new marketing strategy and creative direction, led by YesMore.
The agency will also develop an evolved brand tagline and implement social media activity from June, including original content production in partnership with Double Dice FIlms.
Esther Schumacher, marketing and brand manager, Reh Kendermann, said:
“YesMore Agency’s strategic approach and expertise in wine marketing means we are looking forward to a major marketing push across all channels and markets this summer. Black Tower is a wine brand with a long history – we’ve been around since 1967, and a lot of people remember the brand in the UK from the 1970s. However, we’ve not stood still. We’ve been developing our brand continually over the past five decades, and we’re well placed to take advantage of the changes in the UK wine drinking market, with low and no variants, special editions and more. ”
Zara Irving, account director at YesMore Agency, added:
“Wine marketing is often done in the same way with the same old methods focussed around nuances of wine that many consumers find too complex when deciding what wine to drink. Black Tower offers the reassurance of a brand that knows what mass audiences want. It’s a brand with heritage, but a really modern approach. We’re launching with a major repositioning, across all marketing channels and global markets this summer. We’ll underline Black Tower as an easy to drink wine, focussed on living life to its fullest, without all the fuss and samey positioning that many wine brands lean on.
In addition, YesMore Agency has assisted Reh Kendermann throughout the pitch process to appoint LDR Creative to lead on PR and experiential and Smack digital to re-imagine Black Tower’s websites.