120 gets a heroes relaunch
AS A familiar bottle on the shelves of supermarkets, off licences and bars throughout the last 27 years, Santa Rita and its classic 120 range of wines will be relaunched in October where a global campaign called “A tradition of honouring heroes” will kick start in Ireland.
The 120 range of wines earned its name from the 120 men led by Irishman, Bernardo O’Higgins as they fought for Chilean independence.
The new campaign will honour such heroes as will as an extension of the campaign taking the guise of honouring “Local Heroes”.
Consumers will be asked to nominate a heroes from their area where the winner will receive a 10,000 euro donation to the charity or initiative of their choice as well as a trip to the home of Santa Rita in Chile.
As well as the campaign, Santa Rita has given the 120 brand a more contemporary look and style with new screw cap bottles.
With Gilbeys of Ireland importing Santa Rita to this country, it remains the best selling Chilean wine on the market.
