With the Ashes almost upon us, the on-trade's number one wine brand, Hardys, has released details of its £4m campaign to boost its position as a sponsor of English cricket.
The activity will include idents during Sky's coverage of the series, online activity and cricketing ambassadors such as Sir Ian Botham (a renowned wine buff himself), Michael Vaughan and Stuart Broad.
The brand also sponsors Cricket Australia and wine and cricket fans will be asked to show their loyalty by tweeting either #HardysENG or #HardysAUS for the chance to win prizes.
"It has been a fantastic first year for Hardys and England cricket, and now the second year is off to a great start with England's success against New Zealand," said Paul Schaafsma, general manager at brand owner Accolade Wines.
"We are delighted to be extending our agreement with Sir Ian Botham, as a cricket ambassador for the brand, and to be working with Michael Vaughan and, bowler Stuart Broad, for the first time."
Keep an eye on the Inapub magazine and website for our exclusive interview with Sir Ian in the coming weeks.
Are you ready for the Ashes? Pick up some ideas and tips to bowl over your customers here.