Woodbridge Strikes Multi-Million Dollar Partnership With Major League BaseballMarch 9, 2020
Woodbridge by Robert Mondavi has inked a new multi-year deal with Major League Baseball, under which it will become the league’s official wine brand. Woodbridge plans to leverage the partnership nationally and through individual club deals with the New York Yankees, Boston Red Sox, Houston Astros, and Cincinnati Reds.
The initiative will see Woodbridge run TV ads during MLB games, introduce packaging featuring MLB marks on select wines, and have a presence at events like All Star Week and the World Series. Digital, out-of-home, radio, and point-of-sale will also be included in the marketing mix. Part of the Constellation portfolio, Woodbridge was down 1% to 9.6 million cases in the U.S. last year, according to Impact Databank.—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.