According to Statistics Canada, Canadians generated $19.9 billion in alcohol sales in 2010, with wine taking a $5.8 billion piece of the pie (up 3.1% from 2009). Looking to capitalize on the growing taste for vino, South Africa-based winery Two Oceans launched a new multimedia campaign on May 2 targeting 25- to 50-year-olds.

Focusing on out-of-home advertising in the Greater Toronto Area (GTA), Two Oceans sought to communicate the visual splendor of its South African roots through the campaign creative, says Chris Staresinic, senior brand manager, Two Oceans. Two Oceans is distributed in Canada by Ontario-based Peter Mielzynski Agencies.

With Jungle Media handling the ad buy and Cosette on the creative, the media plan includes OOH ads as well as a combination of 10- and 15-second closed captioning and brand advertising spots on Shaw, Rogers and CTV networks.

Designed to build on Two Oceans’ successful brand campaign last year, which the brand says helped it achieve growth despite declining market conditions, this year’s campaign sought once more to focus on the brand’s heritage, Staresinic says.

South African wines have enjoyed greater popularity in recent years, alongside those from Australia, which the LCBO in Ontario is promoting for the first time in five years with a custom publication and interactive website.