Diamond Estates Wines & Spirits Ltd.

Diamond Estates Wines & Spirits Ltd.

September 27, 2010 14:29 ET

What Kind of Bastard Are You?

TORONTO, ONTARIO--(Marketwire - Sept. 27, 2010) -

Attention Food and Drink Editors

Fat Bastard Wines' producer Gabriel Meffre and Diamond Estates Wines & Spirits, of Toronto, is launching a "What kind of bastard are you?" out-of-home campaign for Fat Bastard wine. The campaign will appear on construction hoarding at multiple locations in Toronto and Vancouver this week. Fat Bastard is produced by the French company, Groupe Gabriel Meffre.

Hoarding "billboards", 6 x 8 feet in size, will be created. They will feature multiple 24 X 36 inch posters that depict different kinds of Bastards, such as Sexy Bastard, Funny Bastard, Lazy Bastard and even Glorious Bastard. A total of 32 posters will be interspersed throughout the 4-week campaign. Each poster has unique imaging with the tagline "A FRENCH WINE FOR EVERY KIND" and a QR Code embedded to invite passersby to use their smart phones to check out the URL www.FatBastardYourself.com. There are applications freely available to decode the QR Code, many of which can be found in the Apple App Store or in the Android Market. At FatBastardYourself.com, visitors will be able to create their own Bastard posters and share with friends via the website, email and Facebook. The campaign was developed by industry veterans Dave Snider, art director and Wendie Scott Davis, creative director; both of Gilbert + Davis Communications in Toronto. 

High resolution images available at www.fatbastardyourself.com/media.

"The central approach is a print campaign based on demonstrating 'living large' and celebrating bastards," says Wendie Scott Davis, vp and creative director of Gilbert + Davis. "The campaign will show both males and females 'living large' as individuals, such as a Yodeling Bastard, Musical Bastard, Vintage Bastard, or Snazzy Bastard."

"Our goal for the campaign is to instil in these urban populations that Fat Bastard is a French wine that can be enjoyed by every conceivable type of person, that it is indeed a wine for everyone," says Murray Marshall, President and CEO, Diamond Estates Wines and Spirits.

Fat Bastard is available in LCBO (Ontario) and BC Liquor (British Columbia) stores, as well as others across the country in varietals including Merlot, Shiraz, Cabernet Sauvignon, Pinot Noir, Chardonnay and Sauvignon Blanc for about $14.95 - $16.99. Exclusive to Ontario is a special 250ml Shiraz at $4.95.

About Diamond Estates Wines and Spirits

Diamond Estates Wines & Spirits Ltd. is a national wine and spirits production, marketing and distribution company based in Toronto and Niagara, Canada. The Diamond Estates sales agency markets Canadian and International wines and spirits to liquor boards and licensed establishments throughout Canada. Diamond Estates' family of Canadian Wines includes 20 Bees, EastDell Estates, and Dan Aykroyd Wines. Diamond Estates' portfolio also includes such compelling international brands as Vina San Pedro from Chile, Francois Lurton Wines from France, Collavini from Italy, Long Flat Australian wines, plus numerous others from around the world.

Diamond Estates also represents such successful spirits brands as Crystal Head Vodka, Hpnotiq, Patrón Tequila, and Iceberg Vodka.

About Gabriel Meffre

Gabriel Meffre created his winery in Gigondas in 1936. Since then, the winery has grown to become one of the leading producers in the Rhône Valley. Wines are sourced from Gabriel Meffre's own estates -the prestigious Domaine de Longue Toque in Gigondas and Château Grand Escalion as well as from top quality grower partners throughout the Rhône and Languedoc regions.

Created in the late 1990s, the Fat Bastard range quickly became a reference for fun, unpretentious varietal wines of excellent quality, crafted in a fruit forward and expressive style. The brand now sells over 4 million bottles per year in more than 16 countries.

About Gilbert + Davis Communications

Gilbert + Davis Communications is a boutique agency located in Toronto. They provide a full range of communication services, with a passion for branding and stretching marketing dollars.

Contact Information

  • For news media information only,
    and to arrange media interviews, please contact:
    Hunter LaVigne Communications Inc., Mark LaVigne, APR, FCPRS
    905-841-2017 (office) or 416-884-2018 (cell)
    mark.lavigne@sympatico.ca
    or
    For Diamond Estates Wines & Spirits, please contact:
    Shelley Saxena
    Brand Manager, European Wines
    416 - 488-4922, ext 30.
    ssaxena@diamondwines.com