Pink table tennis and branded rickshaws will form part of Blossom Hill's £750,000 Wimbledon campaign this year.
The Diageo-owned brand is the official wine of the tennis championships for the third year running and is investing in activity to boost sales of its rosé wines.
As well as activity and advertising in London, which will include pink table tennis to entertain queues at Wimbledon and Blossom Hill-branded rickshaws to ferry fans from tube and railway stations to the championships, the company will run a national campaign.
This will include radio adverts, a new website (www.blossomhillatwimbledon.com), sampling and activity around the new Blossom Hill Long Tall Rosé serve.
The new serve, launched earlier this month, comprises a 125ml measure of Blossom Hill White Zinfandel and 50ml of soda water, lemonade or sparkling water, served over ice.
The company has produced 1,250 on-trade kits to help licensees promote the serve, which are available when customers purchase four cases of Blossom Hill wines, providing half the order is made up of rosé.