Australian wine brand Wolf Blass has announced that it will be spending £2 million ($3.6 million) in its largest ever sporting-themed campaign in the UK.

The campaign, created by the Bezier Group, aims to align itself with attributes of both the England rugby squad and the Wolf Blass brand.

Running across the Yellow Label portfolio, it includes prizes such as VIP packages to major sporting events including the Ashes in Australia, premiership football matches, the Ryder Cup, Queens and Royal Ascot.

The campaign will feature TVCs, print, outdoor, online and in-store activity, and is expected to reach about three million consumers.

“This is the biggest through-the-line campaign that Wolf Blass has ever embarked upon and we are confident that it will resonate with our core consumers and create enough noise to draw new consumers into the brand,” explained Richard Trimby, marketing director for Foster’s EMEA.